Raw

Deliverables:

Brand & Concept development

Visual identity

Creative & Art direction

Campaign

Naming

Branding on product 

Property of Twenty/Twenty & Eye Factory.

Photography by Nicklas Ingemann & Pexels

Raw is a house brand for Norwegian eyewear chain Eye factory.

The brand capsules a light Scandinavian mood where simplicity and quality is key elements. It Is inspired by nature, which is shown in all elements — from visual identity to product and campaign.

Each collection is inspired by a specific place in the world, and both product and campaign will mimic the character of the landscape chosen. The collection names are contractions of the coordinates for the location.

 

The brand launched with campaign 55·8. The inspirational area is the western coast line of Denmark: Vesterhavet.

Coal

Chalk

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Clay

Sand

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The product naming also relates to the inspiration. The frame name is a classic danish name and the colors relate to the area. This way you get product names such as: Nor- Black Coal, Agnes- Brown Seaweed, Kamma- Golden Shell, Oskar- Blue Mussel.

The line in the logo represents the horizontal line — a prominent feature in the landscape all over the world. It is used as a recognizable detail on the temples.

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