Optical People knew that in the future they would be expanding their opticians business to new locations, and wanted to develop their brand and online presence to position themselves as a national company.
Getting your glasses or contact lenses from Optical People is unlike any other opticians experience. Their shops are more like destinations, with gaming stations, Harry Potter props and a super friendly team. Optical People were proud to be different from their more traditional competitors, but their branding wasn’t representative of their personality.
The core idea behind the brand development came from creating illustrative purple characters to represent the experts who work at Optical People and assist customers with their eye care. We used these characters to show the brand’s quirky personality and also how Optical People ‘make things happen’. With their unique curvy outline and smiling faces, the purple characters position the brand as one that is experienced, friendly and a little bit different.
To support their new refined branding, we designed a new website for Optical People. Through animation we brought the Optical People characters to life, to show the team working hard across the site. With more customers expecting companies to have online booking, we also integrated an online booking system into the website and ensured the wide variety of designer brands available at the store were promoted to demonstrate the choice available.
With the new website, customers are now able to take an online eye health and lifestyle test to help encourage them to book an appointment and educate more about the importance of looking after your eyes. The decision tree style test, uses situational questions to inform customers about the importance of regularly visiting an optician whilst strong call to actions encourage users to book an appointment.
- Optical People