A re-branding exercise for an exclusive optical boutique, with a new brandmark that stylises the optical workings of the human eye.
The play of logotype depicts the inversion of light rays through the lens and also reflects the boutique’s collection of more quirky eyewear designs.
The play of logotype depicts the inversion of light rays through the lens and also reflects the boutique’s collection of more quirky eyewear designs.
Variations of the brandmark were created for press and online advertising, literature and store signs.
The namecard features an unusual reverse clear foil blocking on special paper stock. As a result the brandmark appears to be debossed out of the shimmering card surface.
The play of light and tactile feedback is yet another level of branding to impress upon customers. It can also function as a subtle test: If you can’t make out the logo, it’s time to have your eyes checked.
The play of light and tactile feedback is yet another level of branding to impress upon customers. It can also function as a subtle test: If you can’t make out the logo, it’s time to have your eyes checked.
A series of gift wrapper designs was created by multiplying the ‘X’ in the brandmark to create a ‘fence’ pattern and printed on shiny paper stock to impart a strong sense of protection over the precious contents enclosed. As a final touch, the brandmark is also monogrammed on the reverse side.
The boutique’s gift certificate was also designed to elevate its status beyond that of run-of-the-mill vouchers. The smartly presented holder is tied with waxed string, as befitting a gift in itself. The voucher is held in place by die-cut flaps that form an ‘X’, again reinforcing the branding.
A gift box was also designed for the store. Its shape is formed by rotating both ‘X’s on the top and bottom in opposite directions, presenting recipients with a deluxe package that exudes elegance and desirability.
A mailer was designed to announce the boutique’s move to its new site on South Bridge Road. On the front, the logo’s distinct ‘X’ was used aptly to cross out the old address. On the reverse side, the new address appears exactly where the ‘X’ has been placed in front, within the logo. The brand’s signature tapered lines were also used to draw a simple location map, visually enhancing its identity.
Seeing beyond convention, we designed the boutique’s EyeBag in the form of takeaway lunch bags to convey the message that spectacles are as essential as our daily meals.
The boutique’s new address is set in big typography to literally “grab as many eyeballs as possible” and ensure visibility from a distance.
The boutique’s new address is set in big typography to literally “grab as many eyeballs as possible” and ensure visibility from a distance.
