Our Approach:
We explored the crux of what customers want from eyewear, how this changes with life-stage and what the brand needs to do to establish an emotional connect.
The Insight/Idea:
Eyewear goes beyond functional protection onto emotional values of freedom and self-expression and this evolves with life-stage.
We recommended the brand to reflect a young, modern image that is true to these aspirations vs. competition that is more about heritage, formality and expertise.