Setup
Theodore & Pringle, an optical business, faced a complex branding dilemma. Despite communicating competitive prices, the brand struggled to stand out and earn customer trust and recognition. Analyzing the optical landscape revealed three key territories: value brands, legacy brick-and-mortar brands, and digital-native brands.
The takeaways were clear: convey value beyond price to outmanoeuvre competitors, inspire trust in services, and modernize the look without losing credibility. Yet, finding a solution that balanced these complexities proved challenging. How could Theodore & Pringle refresh its brand to genuinely communicate its unique value proposition?
Strategy
A fresh creative exploration focused on defining a compelling brand DNA that captured the essence of the optical business. Visuals and messaging centred on three key pillars: “easy,” signifying simplicity in every optical need; “focused,” emphasizing licensed professionals ready to help; and “all-inclusive,” delivering personal style and competitive prices to a broader audience.
This delicate balance defined the brand’s uniqueness and holistic value. With this carefully crafted strategy, Theodore & Pringle was poised to undertake a successful brand refresh that revitalized its image and secured its position as a standout in the competitive optical market.
Brand Refresh
A bright, bold colour palette complemented the legacy navy, infusing the visual identity with youthfulness. Photography and video employed warmer lighting, featuring models with genuine personalities and a hint of humour. To maintain a casual, authentic feel, products were captured with a diverse range of hands, avoiding staged arrangements. Illustrations further conveyed the brand’s core pillars and services in a memorable, clever style.
