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Edinburgh Crystal revamps image

To help it target a younger, more fashion-conscious market, Edinburgh Crystal has appointed design consultancy Lewis Moberly to update its brand identity and redesign its packaging.
Edinburgh Crystal…

To help it target a younger, more fashion-conscious market, Edinburgh Crystal has appointed design consultancy Lewis Moberly to update its brand identity and redesign its packaging. Edinburgh Crystal is due to unveil the redesigned brand image and packaging in time for its autumn/winter collection launch in August 2004. Marketing manager Carla Muncaster said: “The relaunch is in response to consumers“ more informal dining habits, glass imports from Eastern Europe and an increasingly fashion-conscious attitude to tableware.“ “Our image is smart and consistent, but at the same time dated and dusty. We need a dramatic modernisation to trade in a difficult environment, and appeal to a younger bridal market that wants modern designs.“ The firm has given Lewis Moberly carte blanche to examine every aspect of the brand identity, including the distinctive purple used on all Edinburgh Crystal packaging for the past 15 years. The revamp will focus attention on a range of additional crystal products.

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