New Lensway Identity

Founded in 2000 Lensway has grown to be one of Europe’s largest retailer for lenses and eye-wear. During the quick growth the brand quickly lost it’s direction and the company found itself with a great customer base but with low loyalty. The problem was that the brand lacked a personality and a tone of voice. Snask got the assignment to modernize Lensway and create a brand that had it’s own unique style as well as feel to it.

“We knew that the brand was in big need of a visual remake. Everything except the logo was up for grabs and we focused a lot around eyes in iconography and patterns and chose a typography that was versatile, playful and unique yet easy to read. We decided to intensify the brands red color and also add an equally strong blue together with a lighter peach pink. Along the identity we also created a lot of photos and films for SoMe, other online media as well as TV.”

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I like the boldness of the designs but that fleshy tone in the eyeball is icky.

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I agree about the peachy pink. It feels like it’s trying to be “white person fleshtone” which is an odd and creepy choice.

Additionally, what do “eyes on eyes off” and “eyes are never quiet” mean? :fearful:

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