News Summary

• By creating a visual world around the brand, the agency have made the label feel more like a lifestyle brand than luxury retail.
• The new logo takes from the very sofa you sit on when picking out your new frames, designed by De Sede – it also coincidentally looks like an eyelash.
• The logotype reflects the store’s sensual, sophisticated curves.
• The letterforms merge and flow into one another, creating a distinctive silhouette that prioritises feeling and personality over immediate legibility.