Rebranding an icon

One of the most iconic brands in style Swarovski has been an incredible influence on fashion for over 120 years. Their iconic Swan, unchanged since its inception 30 years ago is one of the most recognisable symbols in the world. Swarovski had evolved from a single supplier of crystals to a fashion powerhouse with seven divergent businesses. 

With such an incredible heritage we were asked to evolve the brand—including identity design, packaging and  brand strategy—under “one Swarovski” giving it life for a whole new brilliant generation.

The Swarovski box
As part of the rebrand, we refreshed the iconic blue box, giving it less corporate purple hue,
and created a strong brand language through the use of it and the silver ribbon across all advertising.

A multifaceted company

With seven businesses within Swarovski, we created a comprehensive brand narrative around each one, creating unique voices and visual languages that worked together seamlessly.

A new style

With super model Miranda Kerr at the forefront of the brand, we developed a more accessible, cooler look for her, that captured Swarovski’s new vision. 

Celebrating 120 years
As part of their celebration we created visual assets of Swarovski pieces form every decade since the companies foundation. Photographed by the incredible Robin Broadbent we aligned each of the historic pieces with a background that expressed their inspiration.

Time for something new
Featuring the beautiful Camille Rowe, was one of the first pieces to embrace the new attitude of the brand.

A new editorial style
Embracing storytelling allowed us to create more fashion forward and dynamic magazines and catalogues for the brand.