The Goodlife is welcome
Following their first Kickstarter's success, digital screen protection eyewear brand decided to trace a new strategy for the company based on a strong competitive advantage. The original product focus project should grow to get a bigger market potential. That meant redefining the product first at all.
The high-end acetate frames should be replaced by entry-price plastic glasses to reach a wider segment also helped by a colorful collection and packaging.
Our next task was to define a brand positioning to reach a development vector for the future of the company. We departed from a storytelling archetype, the regular guy, and identify the brand ADN working closely with the two founders: functional, belonging, vitality.
That freshness and good vibes should be condensed into corporate claim: The Good Life is Welcome breathes the spirit of brand and the city were it was born, Barcelona.
Block the Blue, Live the Light
Finally we put attention to the launching campaign of the computer glasses. It was necessary bringing the positivity of the brand and introducing a new devise to the public. So we opted for cause – effect copy strategy: Block the blue, Live in light.
We choose exterior environments instead of interior photographies, moving the digital devises to the streetsto talk directly to a new generation that use digital devices everywhere, even when they are not working.
Product & Model shots by: ivancaster.com
Models: @alex_vilalta / @marilawanders / @delmivieira123 / @gavrilo.markovic
Make up: @erikagisbertmakeup
Stylist: Otti Carolina Ramirez