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

Glasses Design Concept

Design of glasses in regards to children with the 'buy-one, give-one' scheme can create problems in terms of the childs growth and how that affects their glasses. 

If a child is given a pair of glasses with the 'buy-one, give-one' scheme, do they then have to buy a new pair of glasses once grown out of them?
Can families afford to buy a new pair of glasses every time their child grows out of them?

To solve this issue we could look at the glasses design and how we can 'grow' the glasses with the growth of the child.

Examples of this in existing products:

Triple Skin BMX Helmet by Phillip Leyten
The helmet is segmented to allow movement to fit all head shapes and sizes, using a BOA tension system.

Wishbone furniture 

Products are able to adjust with the growth of the child

Shoes by Kenton Lee which can adjust to the growth of children's feet.

Class Week 5

Journey Map of buying glasses online

Sustainability Lecture

Beneath the Surface - Jason Mitchel

Designs ability to change peoples behaviours and attitudes towards an object

Sustainability
ability to continue a defined behaviour indefinitely 
meaningful design

Moving away from linear manufacture towards a cycle
upcycling, repurposing , recycling
infrastructure for end-use, end of life for products because not all products get recycled 

Longevity
design which is valued, lasts, quality, 

Wishbone Design, kids toys
Thinks about the way things can transform - can grow with the user 

Digital Fabrication, Fablab
Community building on ideas
Application of technology 

Fairphone
thinking about the whole product and manufacture, hows it made, who makes it, processes, reducing waste

Emma Warren
Wool waste and natural latex

Dig deep, find opportunities, look for a problem and turn into an opportunity 


Jennifer Whitty
The joys of being a designer in the 21st C

New relationships and desires 
Designer plays a new role involving the eco-system, more consideration is needed
What we do today will have an impact on generations to come - the ripple effect

"Design is changing the world and the world is changing design"

"The thinking was we could 'consume' towards better live. That began to feel excessive and less empathetic" 

Take, make and waste model - linear process, not thinking about cycle of life
"human beings don't have a pollution problem; they have a design problem".

"there has been a realisation that design has an ability to respond to and encourage certain behaviours. This challenges us to get more conscious about what we do with it"
- Think about broader picture of where an object, design fits in the world

Its human nature to consume but its how we consume
Social innovation

We relie on systems to navigate us through our daily lives and don't use our own inherent capabilities

Face shape styling

Matching Eyeglass Frames to Face Shapes

You should consider three main points when choosing an eyeglass frame for your face shape, according to The Vision Council:

1.     Eyewear should repeat your personal best feature (such as a blue frame to match blue eyes).

2.     The frame shape should contrast with your face shape.

3.     The frame size should be in scale with your face size.

Also, while most faces are a combination of shapes and angles, there are seven basic face shapes: round, oval, oblong, base-down triangle, base-up triangle, diamond and square.

Here is a further description of these face shapes and which types of frames work best for each, according to The Vision Council. A good optician can help you use these guidelines to choose your new eyeglasses.

Round

A round face has curved lines with the width and length in the same proportions and no angles. To make a round face appear thinner and longer, try angular narrow eyeglass frames to lengthen the face, a clear bridge that widens the eyes, and frames that are wider than they are deep, such as a rectangular shape.

Oval

An oval face is considered to be the ideal shape because of its balanced proportions. To keep the oval's natural balance, look for eyeglass frames that are as wide as (or wider than) the broadest part of the face, or walnut-shaped frames that are not too deep or too narrow.

Oblong

An oblong face is longer than it is wide and has a long straight cheek line and sometimes a longish nose. To make an oblong face appear shorter and more balanced, try frames that have more depth than width, decorative or contrastingtemples that add width to the face, or a low bridge to shorten the nose.

Base-Down Triangle

A base-down triangular face has a narrow forehead and widens at the cheek and chin areas. To add width and emphasize the narrow upper third of the face, try frames that are heavily accented with color and detailing on the top half or try cat-eye shapes.

Base-Up Triangle

This face has a very wide top third and small bottom third. To minimize the width of the top of the face, try frames that are wider at the bottom, very light colors and materials and rimless frame styles (which have a light, airy effect because the lenses are simply held in place by a few screws, with no surrounding frame material).

Diamond

Diamond-shaped faces are narrow at the eye line and jawline, and have broad cheekbones that may be high and dramatic. This is the rarest face shape. To highlight the eyes and soften the cheekbones, try frames that have detailing or distinctive brow lines, or try rimless frames or oval and cat-eye shapes.

Square

A square face has a strong jaw line and a broad forehead, plus the width and length are in the same proportions. To make a square face look longer and to soften the angles, try narrow frame styles, frames that have more width than depth, and narrow ovals.

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