Project Overview
The project involved rebranding Lenskart, an e-commerce eyewear company, to create a cohesive visual identity that reflects its evolution from an online platform to a prominent player in both online and retail markets. Lenskart, founded in 2010 by Peyush Bansal, had experienced rapid growth but lacked a consistent brand language to support its expanding presence. The goal was to develop a robust brand language that resonates with Lenskart’s target audience, communicates its innovative approach to eyewear, and positions it as a leader in the industry.
Problem Statement
Lenskart faced several challenges despite its success in the eyewear market. Firstly, there was a lack of a unified brand language to support its growing range of products and retail outlets. Additionally, the perception of eyewear as purely functional rather than fashionable needed to be changed to attract a broader customer base. Furthermore, with the expansion into retail, there was a need to create a cohesive visual identity that could be effectively implemented across various touchpoints, from packaging to in-store branding. The existing branding elements were insufficient to convey Lenskart’s brand story and values, necessitating a comprehensive rebranding effort.
Our Approach
We focused on creating a dynamic and cohesive brand language that reflects Lenskart’s evolution, innovation, and aspirations. By abstracting three primary frame shapes and pairing them with a vibrant color palette, we aimed to convey a sense of choice and variety while maintaining trustworthiness and credibility. Implementation extended across various touchpoints, including packaging, in-store branding, and digital banners, with each element designed to align with Lenskart’s brand story and values, appealing to its target audience and supporting its continued growth.
