The Swedish crystal companies of Orrefors and Kosta Boda had been merged in a blend at the corporate offices, not the design or factory level. But consultant’s data suggested that two brands were one brand too many. A full brand merge was suggested. The designers and artists of Orrefors and Kosta Boda vehemently disagreed.

They hired us to discover the truth.

We set our first task to determine why consumers bought crystal or luxury glass in the first place. We found two directions: Commemorative Gifts and Personal Taste. In terms of consumer satisfaction, these two gestures turned out to be diametrically opposed. Separating the two brands allowed us to meet both consumer needs with clarity.

We found two distinct reasons: Personal Fulfillment and Commemorative Gifts.