Giving Affordable Design a New Look

It sure is a challenge to get recognized as an optician in Scandinavia. Here, all major competitors are always on the lookout to match each other’s offers and they all share the same inital “S” to their name. Recognition and distinction has never been more important – you don’t want customers to end up with the wrong optician by mistake, do you?

Coming of 2020, Smarteyes wanted to launch their new brand platform and alongside that, they wanted to update their visual identity with the goal to simplify and clarify. We had the honor to help them out.

Smarteyes launched in 2007 and knew from the beginning that you have to work hard and stand out in order to take a position in this industry. Their mission is to offer affordable lenses in well designed frames under its own brand in its own stores. By skipping the expensive middle hands and designing the frames themselves, they have better control over the end product and make great looking eyewear affordable for everyone. That’s what you call a win-win, right?

The identity is funneled through the new brand platform and all parts are referable to Smarteyes philosophy, with the goal of lifting Smarteyes as a design brand even further.

Smarteyes Sans – a custom typeface made for a brand that wouldn’t settle for anything less than designing everything themselves.


Sveavägen 75
113 50 Stockholm
Tel: +46 8 787 10 00

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Norra Hamngatan 32
411 06 Gothenburg
Tel: +46 8 787 10 00

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Kärleksgatan 1A
211 45 Malmö
Tel: +46 7 014 99 589

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BBDO Nordics is a part of Omnicom Group Inc. © 2021 BBDO Nordics. All rights reserved.

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