New Mr Foureyes Branding done by Open Lab

About the MR FOUREYES brand  

                                                                        

Brand Foundations

Customer truth

Customers purchasing frames / lenses:

·       Finding the right frames – look, style, fit – is very important to people (once they have found them they may wish to maximise the benefits by replacing the lenses in them but keeping the frames);

·       Glasses can be a big part of someone’s life and can be a style that defines them;

·       People are looking for good value – they are motivated both by the $ value and the add-ons and extras

·       They value transparency and feeling like they are receiving unbiased expert advice

·       People are responsive to the idea of social goals but are not necessarily actively seeking it out or making it a key part of their decision making.

Customer description

·       Early adopters: women in their 20s and 30s who probably wear glasses most of the time (e.g. office jobs), who may be style-conscious and socially-conscious

·       Looking for style that suits them and also excites them. Used to making online purchases and interested in a good brand story. Want to be able to try glasses on and get feedback from friends or family.

·       Early majority: men and women in their 20s and 30s, as described above

·       Late majority: men and women in their 20s, 30s and beyond. May be newer to online purchases – may be attracted by other offerings such as physical stores.

Competitive context

·       Bricks and mortar chain stores – competitive prices and large number of locations; offer convenience and may be most ‘obvious’ option but may leave customers dissatisfied with lack of personalisation or prices that are higher than expected

·       Bricks and mortar independent practices – higher prices than the chains but may offer more personalised approach e.g. long-standing relationships with customers

·       On-line – mostly budget-oriented, can offer good deals for customers; range can be overwhelming, and limited options for try on

·       Designer optical frames (e.g. Proof Eyewear, Age) – offer stylish designer eyewear online and/or through fashion stockists but not a complete package i.e. do not fit with prescription lenses (possible partnership opportunities).

Attributes

·       Value without compromising quality

·       High quality, stylish eyewear

·       Mix of benefits of online model with ability to try on at home

·       Helping customers to find the right frames

·       Social story helping NZ kids

·       New Zealand optometrist-led company

Brand Deliverables

- Functional benefits

·       Look good

·       Save money

·       Convenience – customers can shop in their pyjamas if they want to

·       Unpressured – transparent price structure so customers know the costs up-front

- Emotional benefits – feel good about:

·       their new look and style

·       the social cause they are helping with

·       supporting a local company

Values

·       Transparency

·       Value

·       Style

·       Community