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Branding the world’s first Autofocal brand, Morrow

Morrow
MorrowBrand CommunicationsTechnologyOpticalEurope

Objective: Transform Morrow's eyewear innovation into a consumer-facing proposition that disrupts the optical market.

Morrow is the challenger brand that’s set to disrupt the eyewear market, globally. Its revolutionary optical technology solves the problem that people over the age of 45 often face; the ability to see both near and far. A single pair of Morrow glasses allows its wearer to see at every focal range – at the click of a button.

We met with the brand’s Belgian Founders and learned about their ambition to revolutionise the world of prescription glasses. They had founded a unique patented technology; had early prototypes and investors on board. What they needed was a way to bring their innovative brand proposition to market, appeal to customers and drive eye examinations in order to scale the business. For that they wanted to work with a trusted partner with expertise in both start-up brand identity design and connected retail experiences – that’s where we come in.

Look sharp: Our eyewear brand campaign design made their patented innovation customer facing, and was key to the success of this new optical disruptor brand.

An optical brand identity design, that sees you

Working directly with the brand’s Founders, we developed Morrow’s end-to-end brand identity design and brand communications concept. Encompassing brand strategy and positioning; creative visual identity design, new product development, online digital brand experience design, brand launch campaign and all content creation across every channel to bring Morrow to market.

Every part of our optical brand identity design was inspired by the language of vision. Using findings from Morrow’s neuromarketing study, our eyewear brand campaign design that launched the brand, was purposefully created to appeal directly to the over 45s' desire for visual independence and individuality.

Making Morrow’s brand positioning crystal clear: We invented a whole new product category, Autofocal Eyewear. Powered by Morrow’s patented “Active Liquid Crystal” we art directed a CGI animation to demystify this world first, technical innovation for consumers.

An optical brand identity design inspired by vision: In keeping with how the human eye sees and translates objects through the brain, we created the brand wordmark as a reverse reflection with MOR” flipped upside-down reads “ROW” combining to make “MORROW”.

“From the outset, Checkland Kindleysides lived and breathed our brand, our product and our ambition to improve the world’s vision in a click.”

Pieter Hertecant, Chief Marketing Officer Morrow

Purposeful, optical brand identity design: To bring meaning and character to the brand name “Morrow” we came up with its core brand strapline, that there’s always ‘Mor’ to see’.

Eyewear brand campaign design with seamless purchase

A big part of bringing this start-up to market was creating a consumer-centric eyewear brand campaign design in combination with a customer-focused digital purchasing experience. For this, we custom-built a bespoke platform from the ground up. Designing an innovative online UX experience and direct-to-consumer purchase journey alongside a brand communications design toolkit which allows consumers to try the lenses for themselves before purchase using both website and home visits.

Bold and confident, optical brand identity design: The key brand colours are black and white; their opposition mimicking the switch in contrast from near to far vision and back again, instantly.

A seamless digital brand experience design: To determine customers eligibility for Autofocals, we created an online assessment for consumers to receive a unique vision profile and Autofocal score.

Holistic brand identity design: To reflect their premium brand positioning, we created a bespoke packaging design and unboxing experience with long-term sustainability in mind.

Design Week

Visually appealing: Our team hand-selected models and managed the photoshoot in order to produce a compelling and on-point eyewear brand campaign design for the launch.

An eyewear brand campaign design with eye-raising results

Within the 1st two days of launch and with no media spend - over 200 people completed the self-assessment. Within one week of launch Morrow received bookings for the following six weeks, going on to be fully booked up to 7 weeks in advance. Beyond the eyewear brand campaign design, the success of the optical brand identity design, new category positioning and digital brand experience design - Morrow went on to secure 10Million EURO's in additional funding and were named in the Top 100 Innovative companies in the world. Not only that, our creative visual identity design won 'Best Branding Design' in the Creativepool Annual 2022.

A progressive outlook: Morrow’s wordmark speaks to the brand’s desire to be contemporary and progressive. Every part of their optical brand identity design and launch campaign, purposefully makes you look again.

Talk to us about brand identity design

If you are looking for a strategic branding consultancy in London to lead your brand communications project, let’s talk. You can also check out our agencies best brand identity design case studies on our branding work page, or take a look at our Wonder blog for all the latest consumer insights and branding inspiration.

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