The Red Sea
A Brand Built for Rapid Expansion
Scaling a Brand for Omnichannel Growth
Scaling a Brand for Omnichannel Growth
Eyewa had rapidly established itself as a dominant e-commerce platform in the region’s eyewear industry.
With ambitious plans to expand offline, the challenge was clear: How do we build a brand identity that can scale seamlessly, maintain consistency, and position Eyewa as the leading omnichannel eyewear retailer?
We worked closely with Eyewa to develop a strategic, flexible brand system that would support high-speed growth while remaining culturally relevant.
Eyewa had rapidly established itself as a dominant e-commerce platform in the region’s eyewear industry.
With ambitious plans to expand offline, the challenge was clear: How do we build a brand identity that can scale seamlessly, maintain consistency, and position Eyewa as the leading omnichannel eyewear retailer?
We worked closely with Eyewa to develop a strategic, flexible brand system that would support high-speed growth while remaining culturally relevant.
Eyewa had rapidly established itself as a dominant e-commerce platform in the region’s eyewear industry.
With ambitious plans to expand offline, the challenge was clear: How do we build a brand identity that can scale seamlessly, maintain consistency, and position Eyewa as the leading omnichannel eyewear retailer?
We worked closely with Eyewa to develop a strategic, flexible brand system that would support high-speed growth while remaining culturally relevant.
Brand Strategy
Brand Strategy
Brand Strategy
Brand Identity
Brand Identity
Brand Identity
THE MARKET SHIFT
THE MARKET SHIFT
The Rise of Self-Expression
Traditionally, consumers in the region expressed status through globally recognized brands. But with initiatives like Vision 2030 and Dubai’s emergence as a fashion capital, a new wave of consumers sought brands that reflected their individuality.
Regional retailers gained an edge by curating localized products and experiences, offering consumers a new way to express themselves.
Eyewa’s offline expansion was perfectly timed—but its brand needed to evolve to reflect the business’s bold ambitions and empower self-expression at scale.
Traditionally, consumers in the region expressed status through globally recognized brands. But with initiatives like Vision 2030 and Dubai’s emergence as a fashion capital, a new wave of consumers sought brands that reflected their individuality.
Regional retailers gained an edge by curating localized products and experiences, offering consumers a new way to express themselves.
Eyewa’s offline expansion was perfectly timed—but its brand needed to evolve to reflect the business’s bold ambitions and empower self-expression at scale.
THE PROCESS
THE PROCESS
Distilling Business Ambitions into a Scalable Brand
To deeply understand Eyewa’s growth strategy, consumer insights, and operational strengths, we conducted an extensive discovery phase:
Industry Research
Workshops & Collaborative Strategy Sessions
Brand Audits & Competitor Benchmarking
Market Visits & Consumer Research
1:1 In-Depth Stakeholder Interviews
This process allowed us to refine Eyewa’s positioning and develop a brand foundation built for long-term growth.
To deeply understand Eyewa’s growth strategy, consumer insights, and operational strengths, we conducted an extensive discovery phase:
Industry Research
Workshops & Collaborative Strategy Sessions
Brand Audits & Competitor Benchmarking
Market Visits & Consumer Research
1:1 In-Depth Stakeholder Interviews
This process allowed us to refine Eyewa’s positioning and develop a brand foundation built for long-term growth.
BRAND STRATEGY & IDENTITY
BRAND STRATEGY & IDENTITY
A Platform for Growth
A key priority was leveraging Eyewa’s unique ability to curate and create for regional consumers. Instead of following a one-size-fits-all approach, Eyewa’s portfolio of sub-brands and owned concepts became central to its brand identity.
The new positioning focused on:
Providing something for every mindset and style.
Making self-expression more accessible through curated eyewear.
Transforming the retail experience with vibrant, frictionless stores.
Unlike competitors who leaned into high-end or clinical aesthetics, Eyewa’s in-store experience embraced vibrancy and optimism—a defining characteristic of its new brand identity.
A key priority was leveraging Eyewa’s unique ability to curate and create for regional consumers. Instead of following a one-size-fits-all approach, Eyewa’s portfolio of sub-brands and owned concepts became central to its brand identity.
The new positioning focused on:
Providing something for every mindset and style.
Making self-expression more accessible through curated eyewear.
Transforming the retail experience with vibrant, frictionless stores.
Unlike competitors who leaned into high-end or clinical aesthetics, Eyewa’s in-store experience embraced vibrancy and optimism—a defining characteristic of its new brand identity.
THE OUTCOME
THE OUTCOME
A Flexible & Ever-Dynamic Identity
Eyewa’s purpose—enhancing the way people see and experience life—became the backbone of its brand transformation.
We developed a dynamic brand system that balanced consistency with adaptability, featuring:
A bold, bilingual wordmark that seamlessly works across digital and physical spaces.
A flexible graphic system and expression scale that allows the brand to expand while maintaining cohesion.
Eyewa’s purpose—enhancing the way people see and experience life—became the backbone of its brand transformation.
We developed a dynamic brand system that balanced consistency with adaptability, featuring:
A bold, bilingual wordmark that seamlessly works across digital and physical spaces.
A flexible graphic system and expression scale that allows the brand to expand while maintaining cohesion.
A Brand Built to Scale
Eyewa is no longer just an eyewear retailer—it’s a platform for self-expression, a curator of regional trends, and a brand designed for limitless growth.
With an identity built for scale, Eyewa is now positioned to dominate the omnichannel eyewear market, bringing vision, fashion, and culture together in a seamless brand experience.
Eyewa is no longer just an eyewear retailer—it’s a platform for self-expression, a curator of regional trends, and a brand designed for limitless growth.
With an identity built for scale, Eyewa is now positioned to dominate the omnichannel eyewear market, bringing vision, fashion, and culture together in a seamless brand experience.