Great Glasses BC
Eyeglasses Store - Redesign & Re-branding Project
Great Glasses was started in 1983 by Mr Bergez and established itself as a know brand in BC (British Columbia), Canada. The store helped many customers to satisfy their needs of having different models of glasses for different occasions. This included the services of eye-tests, lens measurement customization, and a variety of different frames in stock. But despite an existent monopoly of frames, over time the market saw new and aggressive competitors with all kinds of pricing.
Our project consisted in analyzing Great Glasses' current ads and propose a new image that would project a more modern and competitive image against the new competitors who have taken a big share of the market. Below are 2 samples of 1/2 and 1/5 of Vertical Page published in local newspapers.
Great Glasses in BC has a great Sales promise.While its competitors are focused on high-end models, they offer 3 pairs of glasses for $199 as great differentiation. However, even thought the brand is already established and with a good reputation, its image and their ads could benefit from a redesign that would not betray the long-earned confidence of their customers.
We worked on a couple different options, one closer to the current image (above) and another more radical. Both were presented to the owner.
3 different colors (orange, blue and grey) were selected based on their psychological value, to develop the new visual identity.
The 2nd option had a typographic work around the two letter g's in the brand name, to communicate at first sight what the brand is about. This is something that competitors like Pearl Vision and Lens Crafters had already capitalized on. The client expressed interest in seeing a demo campaign with the 2nd logo and a new concept applied on advertising pieces. They also requested to keep the Sales Promise (3 for 1) as integral part of the logo.
New Campaign Concept
We already had a new logo proposition but by looking at the competitors and the current Print ads of the brand, it was imperative to provide a simpler campaign with a clear message. Since the Sales Promise of 3 Glasses for $199 was core for the brand, we looked up at campaigns of iconic fashion brands for visual inspiration.
We found clear plain, clear-coloured, neutral backgrounds with female figures at the front and center of the ad, without much emphasis on the price tag but a clear visibility of the brand.
We recommended Half Horizontal Page in Print (almost same price as vertical) for more visibility, and played around with colour contrast for greater visibility on the Newspaper page. No matter the format we still needed to appeal to those thrifty female customers, as defined by the owner, who are not only seeking for deals but also good looks.
Also an online banner (300 x 250 px) was worked in Adobe In-Design, including an animation and a CTA button that redirected to their website in the last frame.