XAL stands for high-quality lighting in terms of energy efficiency, functionality aesthetics and future-oriented products. Technical competence and innovation is as important to them as first-class know-how in production with design orientation. In order for XAL to position itself in the market in the future, we created a sustainable product line. This was intended to provide an ecological vision of the company's possibilities. Guidelines and new approaches for production, distribution and positioning were created. A design guide for the newly developed sub-brand XAL N will help to adapt the following products to the new sustainable guidelines and values. Additionally, we developed a product family based on these guidelines. In order to achieve this, we did comprehensive researches on the existing product life cycle of XAL, the global market and new technologies