Visiting Mr Foureyes Studio

Notes from meeting with Ravi

There is no system in place for the 'try-on' service at the moment. That is the next step for them in the development of their business. They would be keen for us to look into a way of doing that. Ravi was interested in the idea of a virtual try on system.

They have approached NZ Post about postage but not up and running yet. They are currently using a courier company to send parcels. They want to find a system which is cost effective for parcel delivery. 

For the 'buy-one, give-one' scheme they provide new glasses for each child once they have grown out of them. Up to the age of about 16. 

They want to be more hands on with schools and kids can and actually go into schools and test children's eye sights. They want to be more involved rather than leave it all up to charities to do the work for them. Kids Can do single out what children need glasses however. 

Ravi sees their demographic as 20-40 year old, mainly female and 40-65 who generally need more complex lenses.

They do not have a kids range at the moment available on their website and are not sure whether they are interested in it at this stage.

They have a budget of $10,000 for marketing.

They would like to make the social cause more prominent within their brand. Have more of a story on themselves and Mr Foureyes as well.

They would like all their glasses to be made within NZ  - currently Japan, China and Korea provided their frames. They would also like to be as sustainable as they can.

They have their studio at their house. Lenses are fitted to frames onsite and takes about 20minutes where as with other companies it is about 10 working days. Ravi would prefer that customers didn't witness him fitting lenses as it distracts him and he can make mistakes.

Style Guide

Visual Identity Brief

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

Virtual Fitting / Personalities / Installation / Colour palette

Colour palette 

Looked into some colour palettes. Mr Foureyes's brand is all about being sophisticated and sustainable so I wanted to incorporate both colour palettes to keep our options open.

Virtual Fitting

"virtual fitting room helps online clothing retailers to overcome issues of low conversion rates and high garment return rates." 

(Source: http://fits.me/nz/)

Researching deeper into virtual fitting. According to our survey, many people are not willing to purchase glasses online because they are not able to try it on. Virtual fitting will allow the buyer to select a few ranges they like and get them fitted online before shipping the actual glasses to their place. This may decrease the chances for future returns as they have already tried it on previously.

The buyer would simply need access to a device that has a camera function. 

It might be also interesting to set up booths (some kind of installation) near eye testing areas so that it can encourage future customers to try out their product. 

At the end of their experience, they can take photos with funky glasses (incorporating the personality idea) and upload it on Mr Foureye's social media with a hashtag to get the trend starting. 

Quotes / Sayings  #Hashtag Taglines

Design Ideas

An idea to design glasses that have uses other than glasses. Small functionalities or life hacks to be incorporated into either designs of glasses or packaging is something we could look into. Also brings in an aspect of sustainability and recycling.

Spec Savers Advertising

 Even though this company is a whole lot bigger then MFE they continue to bring out competitions and ways to interact with their customers.

 Advertising done right, high quality and carefully planned backgrounds, styling and phrases.

 Funny little stories again, another way to add in their personality.

Small yet effective installations around the city that get people talking and uploading and bringing more people to the company.

Style tips

Just a quick google search on tips and tricks on how to choose glasses i found these fun lil info pictures. 

I think Mr Foureyes need to inject personality and a bit of life into their brand. This could be done through real life photography or illustration and provides a fun experience for the customer. 

This is my fave one because of how semi realistic they look. They are (in my opinion)

pretty spot on but i think we can make a better one :)

colour ideas

 Playing around with colour combos

 Camilla Frances is a pro at colour combos and i think all of her prints are defs something we can get inspo off

INSTAGRAM ACCOUNTS

Here i was looking at instagram accounts from glasses companies and how they attract people. What i noticed was that a lot of accounts seamed very personal but done in a really fun and interesting way. Something i think mr foureyes needs.

Fun way of adding personality and a possible opportunity for us to play with. The photo below was a good idea to use for mr foureyes but around wellington. They said in their talk with us that they wanted to be more established as a nz brand and have a presence in wellington. This could be a way to show people where they are.

#STYLEHASNOPRESCRIPTION was a good find. Our group had been talking about # and a cool tagline for people to use. This one is great as it has no limit of age gender or style as it states. Something to consider when we come up with ours.

#specsaverslove #glassesgang inclusive tags and shoutouts to customers gets the photos and pages out on home pages and therefore more views.

Personality definitely comes through on the spec savers account. Fun and quirky posts are always a lot more interesting for a business to post. Something the brand can use a lot of as they are just starting they need to show how versatile their glasses can be.