Mr Foureyes Brand Identity

After the showroom visit we were finally sent brand identity info in their POV, style guide and visual identity guide. Jack was sent this from Steph and Ravi and shared this info with the rest of the Mr Foureyes groups


BRAND IDENTITY:

About the MR FOUREYES brand                                                                          Aug 2015

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