How do we create a unified global brand with regional variation?
Luxottica is the largest eye care and eye ware business in the world. In order to establish marketing and product synergies globally, the decision was taken that four of its brands would share a common brand and visual expression. This included LensCrafters in the US, OPSM in Australia, GMO in South America, and a more premium LensCrafters brand in China. The four brands were united through the idea of ‘We Love Eyes’ and the use of supporting eye and heart icons. These icons were previously used as a globally advertising device.
A strong contemporary visual system was developed based around the Eye Love iconography.
This system would galvanise all marketing material globally whilst allowing for local market adaptation. Extensive guidelines were developed for each regional brand together with workshops and design surgeries with local agencies. This ensured a consistent experience across all touch-points.