In Focus Crystalex
New face of Crystalex Steeped in Bohemia Crystal history, Crystalex felt it was time to grow and present themselves as a modern and progressive company. Embarking on a new rebrand, the company is updating not only its logo but as we discover, the changes are filtering through many other aspects of the business.
studio were able to learn about the company, products, technology and marketing, and then there were a series of workshops and questions that enabled the design studio to come up with a couple of interesting proposals. The Crystalex team evaluated the submissions and chose the best one that combined Crystalex’s history with a young and elegant look. This was used as the foundation for not only a new logo and trademarks, but as a branding point across catalogues, packaging and other business collateral. “A crucial point in the process was to get proper photos and pictures underlining our new style and so we invited one of the best photographers to be involved, which was the real jackpot!” explained Radek. “Working in collaboration with photo and food stylists he made wellarranged photos and we got a very nice brand concept.” The project wasn’t all smooth sailing, yet by keeping an eye on the target – achieving a modern face and elegant style – the puzzle pieces were shuffled around till they all fit together. External contributors and all departments across the whole company were involved to achieve the desired result. “We started the process over a year ago when we promoted ourselves at Ambiente 2020 differently to the previous years. As an example, we presented the collection Tulipa including new packaging and a new combination of colours but it was just a taste of the new Crystalex for our customers. As market feedback was pretty positive, we were incentivised to go this way
Pralinky
C
rystalex was built on the traditions and expertise of Czech glassmaking and originated in Novy Bor, a town at the centre of the Northern Bohemian glass industry. They have carried the Bohemia Crystal™ trademark for over fifty years, which ensures their products are of the highest quality in both materials and productions processes. And while they are justifiably proud of this heritage, it was time to bring the company’s image into the 21st century as they
embarked on an ambitious rebrand. “Although we are proud on our “Bohemia Crystal / Glass” origin we decided to change our visual style as we wanted to step out of many similar brands and to build up own market position, focusing on Crystalex brand awareness. It was our main goal to present ourselves as a modern and progressive company. With all due respect to the long-term Crystalex traditions, the existing visuals were developed and designed over 50 years ago and so they do not meet modern trends of global business, especially in regards to e-commerce and social
networks where we see potential for growth and attracting new consumers including younger generations,” said Radek Sulta, sales and marketing director of Crystalex. The idea of rebranding popped up while the team were discussing their marketing strategy and they came to the decision that the brand’s image needed a refresh or in other words to go opposite to Crystalex’s visual ageing. While they knew what they wanted to changed, Crystalex approached a graphic design studio experienced in rebranding to work alongside them for the project. The
which we didn´t stop despite the occurrence of covid-19. And now we have it!” A modern look was the goal, yet the company’s new logo design and branding style was inspired by the existing trademarks for Bohemia Crystal and Bohemia Glass as a nod to their history. A crystal crown symbol has been created and is included as if flying above the text, with the hope that this symbol becomes a recognisable brand in the market. “That´s a very important feature of our new look as we wanted to have not only a text but a symbol as well,
30 TABLEWARE INTERNATIONAL
Amended Crstalex DPS.indd 1
16/06/2021 16:40
