Óticas Carol
Eyewear Store
Project: Gu Sobral/Sergio Magalhaes
Agency: Artplan
Date: October 2019
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Oticas Carol is a popular multibrand chain of eyewear stores. Their communication always goes towards to promotional discounts and sales and now they needed a new fresh look to make it more cool, vibrant and pop out from the competitors. We were invited by the Artplan Group to develop some visual concepts and key visuals under the tagline "A Good Sight Changes everything". Actually a good and strong one. But how could we make something that could perfectly represent this tagline and it wasn't shown before?
Studies
Our primary studies comes from lens' glasses shapes. First, we would like to give the sensation of the great amount of products the store can provide. And taking the concept "A Good Sight Changes Everything" as the basis, we started playing with the intersection of those shapes, changing the colours and working with transparency. We found out that this could be a good start, because we kept clear that this was lens shapes and the different colours through those intersections was aligned with the concept.
After the first studies with just lens' shapes and colours, we started evolving the lens to something with transparency, colours and blurred elements. We wanted to give this feel of change, playing with these textures. Here, the blurred element doesn't mean something bad. After all, when our sight is focused on something, another element gets blurred in order to pop out the element on focus. It's not a flaw. It's part of the composition and it's how our eyes work. So when we combine the lens' shapes, colours and the glass texture, it opens doors to a huge variation of elements, and even though we were still able to make a consistent campaign.
