Context:
This was a brand redesign project for a course at Champlain College.
Problem:
Warby Parker revolutionized the eyeglass market within a few short years. Their mission to sell affordable, stylish eyewear in a new retail model—going against the grain of a static, monopolized industry—struck a cord with millenials and younger generations. However, the company’s product could (and should) have wider appeal with a much broader target audience. Warby Parker’s brand imagery and products appeals greatly to the “hipster” subset of the millennial generation, turning the brand into one that evokes, “we make stylish glasses only for certain kind of stylish person.”
However, what if Warby Parker was to broaden that brand image, as well the products they sell? With a clear social mission and well-made, affordable products, Warby Parker could easily sell to a much wider millennial market, who generally remain loyal to companies with authentic social missions and brand personalities.
Solution:
The goal of this brand redesign was to create a look and feel that would suggest a more personalized eyeglass experience, rather than an exclusive one. At the core of this redesign is making one of Warby Parker’s biggest differentiators more personable: Warby Parker features a unique, at-home try-on experience, where customers can order five different pairs to try on at home before making a final purchase. By pairing this process with a newly designed in-app style quiz, which would provide different types of styles for different types of people, Warby Parker can capitalize on an individual’s style-sense rather than conforming to someone else’s.
Application:
App:
The Warby Parker style quiz app would have a few different functions. It will allow customers to take a style quiz and see what style markers define their perfect frame. This quiz would then suggest five different frames for an at-home try-on box. The app would also have digital try-on. This would allow customers to take a picture of themselves and select frames. This would allow consumers to interact with the product before purchase in more than one way.
Packaging:
The current home try-on box has the potential to do much more for the brand and the consumer. The box was a simple black, with no brand messaging or interaction beyond the try-on with the consumer. The redesigned box should showcase the brand’s ability to meet its consumer’s needs. The exterior would display the logo on both sides so the brand is seen, no matter how the box lands on the porch. Additionally, the new logo is scaled up to give the box visual interest. The interior of the box includes a mirror so that individuals can start their try-on experience the right away. Additionally, the clear cellophane wrappers for the glasses would be changed to colored translucent cellophane, based on the predominant style trait of the frame. The messaging in the box would also speak to the experience, unlike the current one that has irrelevant copy.
Posters:
The posters are a piece of this rebrand that would speak to the charity work that Warby Parker does. They focus on teaching skills to individuals in underdeveloped areas. The poster itself is formatted like an eye exam to display the real world application of the company's social mission.
Design
Visual Concept:
The overall concept for this redesign was to create an experience that could be built out with the users preferences in mind. Creating a code for the types of styles that one would want for their glasses. The imagery is centered on the idea of creating a personalized style mixture. The glass lenses are separated into six vibrant colors, representing the versatility of the product.
Logo:
Their current logo is extremely simple, and doesn’t convey much. The redesigned logo has a lot more personality. There are several different font options, a grey scale option, and multiple different color combinations. The logo itself can be locked up with the glasses icon, or can be used individually.
