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 shu ed around till they all t 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 di erently 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

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 ying 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,

Pralinky

Crystalex 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 fty years, which ensures their products are of the highest quality in both materials and productions processes. And while they are justi ably 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

our ambition is to be recognised only by it in the future. We tell a story that this symbol is a crystal crown pretty nicely showing a character of crystal glass which our products are made of.”

Along with the new Along with the new symbol, a modern type font has been used including a specially designed “A” that was created by the studio for Crystalex as a recognisable element for the text. Crystalex also made the decision to introduce di erent shapes in the trademarks, replacing ovals with sharp angles and edges which they believe perfectly mimics the feeling of crystal glass. And nally, when it came to colours, Crystalex wanted to move away from many “blue” glass producers, so they’ve changed to a palette that included a dark colour (black or anthracite) with white for their main visuals, and include gold as a premium marking.

Since launching the rebranding concept, the company have been delighted by many positive reactions not only from their customers (B2B business partners) but consumers as well. Most of them have recognised the value of Crystalex stepping out of the glass-making factories and moving towards the market with its own brand complete with a new visual style, new packaging, photos, catalogue, brochures and more.

Of course, Crystalex aren’t relying only on a rebrand to boost sales and consumer awareness, they are also keen to maintain high product quality, with plans to upgrade customer service and further investment into production as a commitment to their customers and nal consumers. The new logo and identity is just on step in their campaign for the future. “We would like not only to be a follower but to become a trend maker of tabletop shapes and designs, that´s our target beyond launching new visual style,” explained Radek. “If you look at the new novelties for 2021, particularly the Pralines and Candles collections, we think it´s visible. Not only regarding the products themselves but also with the photo arrangement and packaging. We are still keeping our claim of Priceless Beauty, but we can extend it also be Timeless Design.”

“Another message is a sparkle moment. Our new catalogue is named For Your Sparkle Moments as we are striving to give inspiration together with presenting an atmosphere to the consumer. We want people to enjoy sparkle

Dark Tattoo

“It was our main goal to present ourselves as a modern and progressive company”

moments by using our glass. In other words, we would like to raise emotions as every product is supplemented by its own story.”

The Crystalex rebranded image is being used across the novelties for 2021 such as Pralines and Candles and is extending to other o erings as well. “We are bringing out a couple of new decorations including nontraditional motifs with the Alchymist and Tattoo collections which were designed in cooperation with an external illustrator who was another contributor to the new visual style alongside the graphic studio and the photographer. But you might also pay attention to the Claudia collection as well! It´s our best seller ever, and now you can see it newly dressed and arranged. That´s example of possible upgrading of market positioning,” added Radek.

Launching the rebranding campaign has been the rst phase in the project and more plans are afoot. “We intend to completely refurbish our showroom and inhouse design centre. We are going to launch attractive packaging as we are aware it´s one of the most important features for consumers when deciding which product will be bought. Considering the growing importance of e-commerce, we

FACT! Crystalex use a variety of traditional and modern production techniques across their collections including pantograph, painting, spraying, machine cutting, screen printing and engraving.

intend to build up a professional B2B portal focusing on accelerate business processes. And, of course, we haven’t forgotten our end users with whom we are going to communicate through a new website and social networks.”

“And, of course, we have already started with preparation of the novelties for 2022. If everything goes well, we could present something special but let´s keep it as surprise and wait till the Ambiente 2022 which hopefully will be held under normal circumstances. We really want to be personally in contact with our customers and all business partners.”

It has been an interesting journey for Radek and his team and for other members of Crystalex’s sta to take the company forward to a more modern entity and the cooperation of all of those involved hasn’t been lost on Radek. “We wouldn´t have been able to complete this project without engaged and fully dedicated people across the whole company and it´s very pleasant to say they all are committed to serve the market on the highest level. Then we can create suitable conditions for growing business together with our customers who will join our journey. We are looking forward to see all of you at the new Crystalex, you are warmly welcome!”