I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Evoli is an Austrian crystal brand.
The affordable luxury category is undergoing significant changes. Swarovski, a brand well-known for its ready-made jewelry made with its own crystals, announced a change in its positioning and, subsequently, a shift in its development strategy and brand presence. The company's management has decided to withdraw the brand from the DIY category, where rhinestones are used for handcrafted jewelry, as well as in sportswear and performance apparel. Swarovski's brand messaging will no longer be used in the DIY market, but the world's finest crystals remain. This has paved the way for the launch of a new international brand, targeting the hobby and professional markets, to replace Swarovski.
Бренд-платформа, Стратегия, Исследования, Нейминг, Позиционирование, Разработка логотипа, Дизайн упаковки, Разработка фирменного стиля, Айдентика
2021
RESEARCH. A key issue in consumer research was determining the brand's importance to the category. Swarovski jewelry is considered a conspicuous consumption item. Such purchases are highly dependent on the brand, and switching is extremely difficult. However, the DIY category is a different story – research results showed that professionals prioritize quality, selection, product safety, and manufacturer support. Despite Swarovski's established reputation as a global brand with a long history and the highest quality, market participants readily switch to similar brands if these attributes are not met. Strategy
The brand concept is based on a statement formulated through in-depth interviews. For each market participant, crystals are a shared passion that allows them to develop, communicate, and share experiences – "I love what we do." Working with crystals is part of the athletes' long journey of preparing for competitions. The victory of the champions for whom the costumes are made is perceived in the crystal community as a personal victory. Such achievements are a source of personal pride for both industry professionals and enthusiasts.
NAMING .evoli is a palindrome derived from the brand's slogan "I love what we do." The period at the beginning of the brand name suggests that the name has a hidden meaning and can be read backwards.
IDENTITY: The logo continues to convey the meaning of the brand name – the slanted font and the stylized crystal dot at the beginning are style-defining elements and suggest that the word can be read backwards. Lens flares, captured in a dark studio using a prism effect, are used as supergraphics – a beam of light passes through a large crystal onto the surface where it is captured by the camera. The interplay of glare symbolizes the joy of victory and pride in participating in a common cause. The effect is integrated into a system that is used in packaging, presentation materials, and digital communications.
