ahlo

Bell made history by launching ahlo, the first Canadian-designed smartphone, to directly challenge mid- and low-tier Android competitors. The goal of this landmark move was to offer practical, value-driven customers a smarter, efficient choice by delivering powerful specs at an accessible price, reducing third-party subsidy reliance.

The Strategy behind ahlo is built on the philosophy: “Everything you need. Nothing you don’t.” It bypasses flashy gimmicks to focus only on core performance: speed, camera quality, battery life, durability, and support.

The design system prioritizes simplicity and functionality, embedding the “no frills, no extras” ethos into every customer touchpoint.

ahlo’s launch was an overwhelming success, with first-month sales exceeding forecasts by 300%. The brand’s clear positioning resonated instantly with value-conscious shoppers, allowing retail and digital pre-launch materials to drive demand without the need for mass media support. Strategic distribution through Bell, Virgin Plus, Best Buy Express, and Costco established immediate credibility, proving that a confidently executed brand can stand entirely on its own.