Founded back in 1870, Schonbek is an American luxury interior lighting brand owned by Swarovski.

In order to meet the preferences and buying behaviors of today’s consumers, Schonbek was required to make a combined transformation: First, to revitalize the Schonbek brand and move from a product brand to a lifestyle brand. Second, to reboot the story of Schonbek and build relationships with new consumer groups. And lastly to translate the new brand into products that attract today’s consumer and lifts Schonbek.

A new brand direction was established, including an updated position, brand story, promise and visual identity. In combination with that, a new marcom strategy and a new design direction for Schonbek including new style categories based on extensive trend outlook was created. Finally, Priority developed a clear direction for new product development.