Luxottica is the largest eye-care and eye-wear business in the world. Its international expansion has developed its geographic footprint worldwide. The Group’s global wholesale distribution network covers more than 150 countries across five continents and is complemented by an extensive retail network of approximately 9,200 stores.

Establishing market synergy worldwide.

Four Luxottica brands, LensCrafters in North America, LensCrafters in China and Hong Kong, GMO in South America, OPSM in Australia all shared the same value proposition and sold the same range of products. However, their visual identities and messaging structures varied considerably.

The decision was taken by the Luxottica marketing team that these four brands would be brought closer together in order to establish greater marketing synergies and maximise marketing investment. 

Working with Leopardi Associates, the idea of ‘We Love Eyes’ and the use of supporting eye and heart icons was established to bring the four brands closer together. This was achieved without significantly changing their regional identities.

 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. A standard messaging structure was established which allowed for regional variations in tone of voice.

The visual system is highly modular in its construction. The grid like style of layout holds all the core visual elements together in a tight, but hugely flexible framework, that is common across multiple digital and print touch points. The modular style of layout is also reflected in new shop interiors and fixtures and fittings. Wood finishes were combined with highly modular shelf and cabinet units to create a warm and distinctive feel.