The Business Problem

A regional eyewear retail chain with over 200 stores was struggling to stand out. Despite celebrity campaigns, a large store network, and strong repeat business, walk ins remained low. Consumers barely recalled the brand, and footfall was a fraction of the national leader’s. The team knew they had better trained optometrists and stronger service—but the brand felt invisible.

What We Uncovered

We audited stores, spoke to customers and staff, and studied how the brand stacked up against competitors. The stores felt dated. Visual cues lacked consistency. The brand relied heavily on offers, not value.

Deeper conversations revealed a key insight. First time eyewear buyers often purchased their glasses at the clinic’s optician—paying a high price without much guidance. At that moment of diagnosis, they did not want trends. They wanted someone to take their problem seriously. No brand in the category had stepped up to own that moment.

The Strategic Shift

While the market leader owned fashion and tech, there was a white space waiting to be claimed—expert led, emotionally attuned care.

We repositioned the brand as the compassionate expert. Someone who treated your eyes with seriousness. Someone you could trust in a moment that felt personal and unfamiliar.

How We Brought the Positioning to Life

We began by fixing the most tangible signals of trust. Store layouts were redesigned to feel more clinical and credible. Less like a discount outlet, more like a place that takes eye care seriously. Every optometrist’s credentials were placed in plain sight, signalling expertise before the first test even began.

The media strategy changed course. We moved away from glamour shots and offer banners. Instead, the focus shifted to empathy and professionalism, acknowledging that buying glasses is often not a choice, but a moment of vulnerability.

We also reorganised the product portfolio. A clear brand architecture was created to house in-house labels segmented by occasion, user need, and price. The brand’s voice was redefined: warm, clear, and committed. Not flashy. Not flippant.

Every touchpoint now told the same story. This was a brand serious about eyes, not just sales.

What Changed

The repositioning delivered results. Customers connected with the new tone. Walk ins grew. Revenue nearly doubled. Store count rose from 220 to 350 in under a year.

By standing for care in a market chasing cool, the brand found its voice, and its unfair advantage.