Design Optyk stores measure vision to an accuracy of 0.01 dioptres.
Design Optyk
Premium eyewear that looks the same in store and online
A family-run chain of seven optician stores. We started with workshops and tidying up the brand, and finished with the designoptyk.com online shop, linked to the stores' stock.
Explore the project- projects for one client
- 15
- stores in five cities
- 7
- views in the shop design
- 37
Client
A family optician with premium brand ambitions
Design Optyk has seven stores in shopping centres across five Polish cities. It sells frames from brands such as Maybach, Dita, Cartier and Linda Farrow, and tests eyesight on Rodenstock DNEye equipment.
The workshops showed that the brand lacked a consistent identity, and that the old online shop lived alongside the stores rather than working with them.
At the start
- several versions of the logotype
- extra colours
- no key visual
- social media without a plan
- a shop cut off from the stores
Identity
Old money elegance, minus the gold
The moodboard tested three directions. Gold, the usual shorthand for luxury, was ruled out at that stage: instead there's embossing, through-dyed paper and a palette of beiges, greys and graphite.
Three moodboard directions
- Luxury and old money
- Technology and precision of vision
- Empathy and premium lifestyle
Palette from the brand book
- White
- Light beige #D7D2C9
- Beige #BFB6A9
- Grey #ABACAD
- Graphite #4B4B4C
- Black
-
Goldruled out at the moodboard stage
The same mark, only tidier
The logotype was to stay, so instead of a new mark we standardised the way the existing one is set. The symbol is the letter O with a dot. The client calls it “our O with a dot”, and the dot has carried over into the claim, the shop menu and the names of the brand zones.
Photo shoots based on the guidelines we prepared
Shots from the Design Optyk photo shoots, used in the shop, the brand zones and the posts.
The designoptyk.com shop
An online shop that leads to the store
The first brief mentioned “a bit of a brand website”, because the client had a separate shop. It ended with a new shop: dedicated workshops on its structure, 37 views in the design, a WooCommerce build and launch on designoptyk.com.
Each of the 22 templates came with a sheet of content fields, so the client knew what to write and where before anything went into the shop.
Five reasons instead of one slogan
On the shop's home page, the brand's strengths are listed one below the other over a background video.
Copy from the “Why us” section on designoptyk.com.
Eye tests with the Rodenstock DNEye scanner, accurate to 0.01 dioptres.
Carefully selected frame brands: Dita, Cartier, Linda Farrow, Cutler and Gross, Maybach, Masunaga and others.
From the eye test and choosing frames to support after the purchase.
Optometrists match frames to each customer's prescription, lifestyle and needs.
Every visit starts with a conversation and getting to know what the customer expects.
A brand within the brand
Every major brand in the range has its own zone in the shop, built from a single template: a hero with the name set like the claim, product lines, collections, facts about materials and availability in the stores. The client wrote the copy for the zones themselves, following a wireframe we prepared for them.
Three types of product page
Some brands, such as Chanel and Cartier, can't be sold online, yet the client wanted to show them. So the product page has three variants, and a single switch in the admin panel replaces the basket with “Ask about this product” and a list of the stores that have the model.
- A “Prescription lenses?” box invites customers to an eye test in store.
- In-store availability: the stores that have this model.
- A basket with a quantity selector.
- Instead of the question about lenses, a “Check your eyesight” invitation with a “Book an eye test” button.
- In-store availability, as on every product page.
- A basket for models that can be bought online.
- An “In store only” label above the model name.
- Only the stores that have this model are listed.
- Instead of a basket, “Ask about this product” and “Book an eye test”.
Circles or thumbnails?
A single Dita model can come in many versions, including different lens colours. We compared both ways of choosing in Figma, with four and with twelve variants. Circles won: thumbnails would have cluttered the product page, and for two materials a circle splits in half. In the filters, a manufacturer's colour such as Space Black goes into a simple group: black.
Every store has its own page
Seven stores, seven pages: opening hours, directions, brands available on site, the team, Google reviews and photos of the interior. Instead of pasting in assorted maps, we proposed a window with a plan of the shopping centre.
Under the hood
Most of the work doesn't show on screen.
The shop knows the stores' stock
We wrote an application that reads stock levels from the stores' inventory software and passes them to the shop. An item sold online is held in the store for two of its opening hours. We connected six of the seven stores, and orders, prices and new products also go through BaseLinker.
A catalogue put in order with the help of AI
We used AI to automate matching colour swatches to variants and writing out the metadata: shape recognised from photos, gender and material from supplier data, and every result checked by hand. That's how we described over 500 frames, and the nine filters agreed with the client finally started to filter properly.
- type
- gender
- shape
- brand
- frame colour
- lens colour
- collection
- material
- price
A move with nothing lost
We redirected the old addresses to the new ones, first based on the sitemap and, a week later, based on a Google report. Brands without their own page lead to the store in the same city.
In store
The brand off screen
QR plaques
A 130 × 100 mm plaque with codes for Google reviews and for Instagram and Facebook. Printing was on our side too: we sent the first batch back for correction, and after a successful proof we prepared files for all seven stores, each with a code for its own store's Google Maps listing.
Bags, business cards, vouchers
Business cards with embossing instead of gold, a voucher and a square 25 × 25 cm gift bag with the claim.
A wall in the shopping centre
For the store in a shopping centre we designed a wall graphic with the logotype, the claim and the brands in the range, with a separate print file for each pane of glass.
Scale
One client, fifteen projects
It started with workshops, and today we look after the shop. The client kept coming back with new things: for the stores, for online and for the warehouse.
- projects, from workshops to looking after the shop
- 15
- views in the shop design
- 37
- templates with a content sheet for the client
- 22
- brand zones with copy from the client
- 12
- store pages
- 7
- stores connected to the shop's stock
- 6 of 7
- frames described with the help of AI
- 500+
- redirects from the old website
- 53
One image on the bag, in the post and in the shop
The shop runs on designoptyk.com and knows what's on the shelves in the stores. Review plaques are ready for all seven stores, and the brand has one library of files: the brand book, logotype, claim, colours and post templates.
- Client
- Design Optyk
- Scope
- Branding · Website · UI/UX Design · Social media · Business materials · Strategy workshops · Communication strategy · Animation · Coding · Rollout · CMS panel · Content entry · Production and print
- Technologies
- WordPress · WooCommerce · Figma · BaseLinker · InPost
- Online
- designoptyk.com
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Facing a similar challenge?
Tell us what you want to change. In a first, no-obligation call we will see whether and how we can help.
Social media
Posts that look like a campaign
The key visual gave rise to post templates: the claim on a photo, the words LUXURY / EYEWEAR and the symbol. We built them in Figma so the client's team could put together new posts themselves, from product posts to announcements of Maybach events in the stores.
LUXURY / EYEWEAR / symbol margin i text field