Pilana Wood – E-commerce and Visual Identity for an Industrial Leader

Pilana Wood is a well-established manufacturer of tools for the wood processing industry. With over 80 years of history, the brand needed to modernize its presentation and adapt to current demands in online sales.

The Challenge

The original visual identity and e-commerce platform no longer reflected modern standards.
The brand communication did not fully express the balance between tradition and innovation, and the existing e-shop lacked the flexibility and structure needed for efficient sales and data management.

The Solution

We redesigned the visual identity and developed a fully custom e-commerce solution that connects brand presentation, user experience, and internal business processes.

What We Did

• visual identity redesign
• development of a modern brand reflecting both heritage and future direction
• creation of dedicated visual styles for the 80th, 85th, and 90th anniversaries
• design and development of a custom-built e-shop
• integration with the K2 ERP system
• UX design and product catalog structuring
• preparation of assets for marketing and future growth

Our Approach

The key was to connect two essential aspects:

• the brand’s tradition and credibility
• a modern, high-performing e-commerce environment

We focused on ensuring that:

• the brand feels contemporary while preserving its heritage
• the e-shop reflects how customers actually select products (technical parameters, variations)
• the platform is fully integrated with internal systems and workflows

The Outcome

• a unified and modernized brand presentation
• a fully custom e-shop integrated with the K2 system
• improved navigation across a complex product portfolio
• a strong foundation for performance marketing and future scalability