- Brand Strategy Direction
- Brand Identity & Design
- Brand Voice & Messaging
- Brand Guidelines
- Digital Experience & Web Design
The Challenge: Brand repositioning to re-invent the industry
Zenni Optical set their sights on disrupting the eyewear industry’s old model of high priced opticians and retailers. They turned to Salt for a far-sighted look at their proposition and comprehensive brand strategy to help their direct-to-consumer brand evolve as a category disruptor. With a crowd of imitators ramping up, it was the ideal time to reframe, evolve and strengthen position in the eyewear category.
The Solution: Brand Strategy Consulting & Creative Campaigns
In order to gain market share and increase margins in a growing market, we knew Zenni Optical needed to refine, differentiate and focus on a price driven strategy. This dictated the move from a functional economic pitch to a more emotional connection with their audience. We took a 360-degree view of the Zenni brand, and were able to unify all the touch points into one cohesive story. A company built on a price tag now has a compelling brand story that celebrates individual style and creative expression.
Here’s how we got there.
We started with foundational customer and brand insights, using segmentation and qualitative research-based personas to drive a unique and compelling brand positioning.
For Zenni, a lower price point created a fundamentally new way to think about eyewear. When people can afford multiple pairs of glasses, suddenly, self-expression becomes a powerful and inviting story.
Brand Positioning and Strategy
By elevating individuality and style, we transformed a lower price tag into an empowering message of self-expression. We were able to bring this new strategy to life with a new brand statement: Eyewhere For Every You.
The foundational customer insights helped Salt develop a logo as a starting point for the identity and visual language design. The design of the Zenni wordmark and logo reflected this switch to a richer brand experience. The look is fashion-driven and reinforces a strong sense of quality and craft – an important asset for eyewear at such a surprisingly low price. All elements of the system – from textural patterns and color palettes to typography and photography – help express the new positioning of personal style.
While the visual language brought a new level of style and design sense, it’s important to note Zenni is a populist brand. In spirit and mission — it’s Target, not Lord & Taylor. Salt developed a verbal brand identity and voice that was more lighthearted, inclusive and invitational. The Zenni message encouraged people to re-imagine eyewear from a fresh point of view. Out with expensive and elitist, in with affordable, engaging and fun.
The entire brand came to life on the Zenni e-commerce website. Salt explored all ideas for how people would browse, try on frames virtually, fill their shopping carts and make personal profiles. Buying prescription glasses online is a new idea, so we created a learning center to kickstart their education. Ultimately, all UX and UI work centered on building a stronger relationship with new customers and long-time fans.
We also examined how we could rev up the retail experience. We helped develop a year round program of collections, sub-brands and seasonal promotion ideas that would keep the Zenni story fresh and relevant. An extensive set of seasonal color palettes brought a distinctive and energetic look to each month of the calendar.
Today, Zenni is THE dominant online Rx eyewear leader in the category. After working with Salt, they reaped rewards like:
– Double digit YOY increase in sales
– Increase in average order value
– Increase in average # of units per customer
Identifying Retail Truths and Designing Equitable Experiences with Sephora
We partnered with Sephora to understand the impact of racial bias and unfair treatment across the US retail landscape. Our insights and action plan have helped Sephora and other retailers become more inclusive brands.
Digital UX and CX Strategy for Topgolf
Topgolf, the global sports entertainment company, came to Kelton looking to better understand the needs, barriers, and loyalty-drivers of their players. Here’s how our Experience Innovation team got the job done.
Service Design for EMVCo and the Payments Industry
EMVCo is the consortium responsible for managing the technical standard behind the payment method that powers smart cards across the world. Here’s how we helped them guide the global launch of a new set of industry specifications.