Moser

branding / logo / visual identity / design guideline / communication campaign / catalogues / magazine / print materials / packaging / digital / interior design

The Moser glassworks based in Karlovy Vary (Czech Republic) is one of the last manufactories in the world that deals exclusively with the hand-made production of luxury lead-free crystal. The local master glassmakers continue over a 160-year-old tradition of blowing, grinding, engraving and painting, which are unparalleled in the world today and are passed down from generation to generation. The production portfolio includes products in the original design from the end of the 19th century, as well as modern products from famous contemporary glass designers. Moser is popular at royal weddings and meetings of political or cultural leaders; the main markets are Asia, the Middle East, the United States and luxury lovers and collectors around the world.

The new owners of the glassworks gave the challenge of creating a new positioning of the brand, innovation of visual style and communication strategy. The original logo was outdated, there was no uniform visual style or communication, and it was integral to place Moser among the world's top luxury brands.

In the first phase, the key story of the brand and a long-term communication concept, "The Art of Impossible" was defined. In a detailed study of the logo redesign, possible modifications of the Moser logo were tested - from a light facelift to a completely new form. The chosen solution sensitively reflects the tradition of mastery in glassmaking, and at the same time with a more confident and ambitious expression. In addition to the word mark itself, developed in collaboration with leading Czech typographer Tomáš Brousil, an important aspect of the new logo was the double M symbol, inspired by an original drawing found in the family estate of founder Ludwig Moser.

The contemporary modified monogram is complemented by the year of the company's founding and the domicile of "Karlsbad" in the German form, as Karlovy Vary was known at the time. The responsive range of the new logo is complemented by a sophisticated system of visual identity, which is gradually copied into all outputs of the glassworks - from catalogues and other corporate publications through to packaging and along with a new face of sales galleries, the website and printed and digital communication.

The graphic elements refer to the glassworks' products and the mastery contained within them: precise shaping, expert engraving and artistic inspiration. The elegant colour scheme of black, grey, white and champagne supports the image as a luxury brand. Along with the new design, a new corporate photobank containing thousands of product and fashion photographs was created. Hana Soukupová, a world famous model and Karlovy Vary native, has become one of the new ambassadors and the face of a new luxury corporate magazine named Moser.

Role in the project: author, creative director, design & photo supervisor, graphic designer.
Created for Dynamo.