eyewa
How we used eyewa’s rapid expansion plans to guide brand strategy and build a dynamic visual framework to a their ambitious scale-up targets.
When Brand Accelerates Growth
When Brand Accelerates Growth
eyewa had quickly established itself as a dominant force in regional e-commerce, redefining affordable eyewear for the Middle East. But with a bold pivot into physical retail, the business was entering its next phase of growth — bigger, omnichannel, and fast-moving.
The challenge was clear. How do you build a brand identity that scales as fast as the business, keeps pace with change, and still positions eyewa as the leading eyewear retailer in the region?
We partnered with eyewa to develop a strategic, flexible brand system designed to grow across markets, formats, and mindsets without losing cultural relevance.
eyewa had quickly established itself as a dominant force in regional e-commerce, redefining affordable eyewear for the Middle East. But with a bold pivot into physical retail, the business was entering its next phase of growth — bigger, omnichannel, and fast-moving.
The challenge was clear. How do you build a brand identity that scales as fast as the business, keeps pace with change, and still positions eyewa as the leading eyewear retailer in the region?
We partnered with eyewa to develop a strategic, flexible brand system designed to grow across markets, formats, and mindsets without losing cultural relevance.
eyewa had quickly established itself as a dominant force in regional e-commerce, redefining affordable eyewear for the Middle East. But with a bold pivot into physical retail, the business was entering its next phase of growth — bigger, omnichannel, and fast-moving.
The challenge was clear. How do you build a brand identity that scales as fast as the business, keeps pace with change, and still positions eyewa as the leading eyewear retailer in the region?
We partnered with eyewa to develop a strategic, flexible brand system designed to grow across markets, formats, and mindsets without losing cultural relevance.
Brand Strategy
Brand Strategy
Brand Strategy
Brand Identity
Brand Identity
Brand Identity
THE MARKET SHIFT
THE MARKET SHIFT
The Rise of Self-Expression in the Middle East
Until recently, personal style in the region was shaped by international brands and their badge-value appeal. But with Vision 2030 and the rise of the region as a global fashion destination, the approach to style has shifted. With the world looking in, consumers are now more empowered to express themselves through brands that reflect who they are and where they are from.
This shift created an opportunity. With eyewear designed for the region and a price point far below global averages, eyewa could lead the new wave of style-conscious, cost-savvy consumers.
Its move into physical retail was perfectly timed. Stores were designed to reduce friction, remove barriers, and make self-exploration feel effortless. What Eyewa needed now was a brand to match the momentum.
Until recently, personal style in the region was shaped by international brands and their badge-value appeal. But with Vision 2030 and the rise of the region as a global fashion destination, the approach to style has shifted. With the world looking in, consumers are now more empowered to express themselves through brands that reflect who they are and where they are from.
This shift created an opportunity. With eyewear designed for the region and a price point far below global averages, eyewa could lead the new wave of style-conscious, cost-savvy consumers.
Its move into physical retail was perfectly timed. Stores were designed to reduce friction, remove barriers, and make self-exploration feel effortless. What Eyewa needed now was a brand to match the momentum.
THE PROCESS
THE PROCESS
Turning Business Ambition into a Scalable Brand
To build a brand system that could keep up with eyewa’s growth, we began with a deep discovery phase to understand the vision, the operational model, and the consumer mindset.
Industry Research
Workshops & Collaborative Strategy Sessions
Brand Audits & Competitor Benchmarking
Market Visits & Consumer Research
1:1 In-Depth Stakeholder Interviews
This process helped define the foundation of a new brand, built to evolve with the business and grounded in regional relevance.
To build a brand system that could keep up with eyewa’s growth, we began with a deep discovery phase to understand the vision, the operational model, and the consumer mindset.
Industry Research
Workshops & Collaborative Strategy Sessions
Brand Audits & Competitor Benchmarking
Market Visits & Consumer Research
1:1 In-Depth Stakeholder Interviews
This process helped define the foundation of a new brand, built to evolve with the business and grounded in regional relevance.
BRAND STRATEGY & IDENTITY
BRAND STRATEGY & IDENTITY
A Platform for Modern Retail
eyewa’s strategy has always been clear — serve every mindset and style without making anyone overpay for it. To bring that vision to life, we built a brand system rooted in accessibility, adaptability, and optimism.
Rather than take a one-size-fits-all approach, eyewa’s portfolio of sub-brands and owned concepts became central to the identity. It was less about uniformity and more about flexibility, creating space for curated design, local relevance, and brand personality across every format.
The new positioning focused on:
Offering something for every style, mindset, and moment
Making self-expression more accessible through curated, regionally relevant design
Building a retail experience that feels vibrant, frictionless, and future-ready
While others leaned into clinical or minimal aesthetics, eyewa embraced bold colour, energy, and movement. The result was a visual identity that could scale without becoming static. A system, not a style.
eyewa’s strategy has always been clear — serve every mindset and style without making anyone overpay for it. To bring that vision to life, we built a brand system rooted in accessibility, adaptability, and optimism.
Rather than take a one-size-fits-all approach, eyewa’s portfolio of sub-brands and owned concepts became central to the identity. It was less about uniformity and more about flexibility, creating space for curated design, local relevance, and brand personality across every format.
The new positioning focused on:
Offering something for every style, mindset, and moment
Making self-expression more accessible through curated, regionally relevant design
Building a retail experience that feels vibrant, frictionless, and future-ready
While others leaned into clinical or minimal aesthetics, eyewa embraced bold colour, energy, and movement. The result was a visual identity that could scale without becoming static. A system, not a style.
THE OUTCOME
THE OUTCOME
A Flexible & Ever-Dynamic Identity
eyewa’s purpose, enhancing the way people see and experience life, became the brand’s north star. We built a dynamic system to match it.
A bold bilingual wordmark designed for seamless use across digital and physical touchpoints
A flexible graphic language with an adaptable expression scale
Visual consistency across a growing portfolio of in-house brands and store formats
With a flexible identity and clear positioning, eyewa wasn’t just keeping up with growth — it was setting the pace.
By early 2025, Eyewa had grown to more than 150 stores across five countries in the GCC, with plans to open 100 more stores and enter Qatar by the end of the year. The brand’s transformation has helped it become one of the fastest-scaling retail players in the region.
And it hasn’t gone unnoticed. In 2024, Freedom’s work for Eyewa was recognised at the Transform Awards, winning Silver for Best Visual Identity in the Retail Sector and Bronze for Best Consumer Creative Strategy.
This is a brand with vision and now, a system built to match it
eyewa’s purpose, enhancing the way people see and experience life, became the brand’s north star. We built a dynamic system to match it.
A bold bilingual wordmark designed for seamless use across digital and physical touchpoints
A flexible graphic language with an adaptable expression scale
Visual consistency across a growing portfolio of in-house brands and store formats
With a flexible identity and clear positioning, eyewa wasn’t just keeping up with growth — it was setting the pace.
By early 2025, Eyewa had grown to more than 150 stores across five countries in the GCC, with plans to open 100 more stores and enter Qatar by the end of the year. The brand’s transformation has helped it become one of the fastest-scaling retail players in the region.
And it hasn’t gone unnoticed. In 2024, Freedom’s work for Eyewa was recognised at the Transform Awards, winning Silver for Best Visual Identity in the Retail Sector and Bronze for Best Consumer Creative Strategy.
This is a brand with vision and now, a system built to match it
