The world’s leading crystal brand has just revealed a new brand identity, with a “bold vision that celebrates crystal in all its forms”. The change has been led by the company’s global creative director, Giovanna Engelbert, appointed in May 2020.


The famous swan now changes his gaze, thus symbolizing the company’s turn to focus on the customer. Its view, “head on, poised to take flight” reflects the brand’s new direction. His neck is now elongated, evoking the unparalleled craftsmanship of Swarovski’s master cutters.


The brand’s new image is also accompanied by a new store concept called “The Swarovski Wonderlab”. According to the creative director, it is in the Wonderlab where science and magic merge, to create a unique, sensory experience, exalting vibrant colors and textures, metal sculptures, jewelry, figurines, pendant pieces, and accessories. Definitely not just rebranding, but a superior immersive experience. 


The counterpart of this magical experience is the 6,000 jobs the company has cut. Swarovski seeks to regain its market, targeted to an exclusive high-end lifestyle proposition. It will be interesting to watch how the market responds, especially given the present times.