The Warby Parker customer is looking for three things: fashion, affordibility, and convenience. Their target audience is 17-34-year-olds: "folks who appreciate beautiful design and are sick and tired of paying $500 for a product that should be 1/5 the price.” With the brand standing for “fun, creativity, and purpose,” it’s something Millennials have been able to identify with.
With this in mind, I decided to rebrand with an aesthetic that better represents their customer. Most people sporting Warby Parker frames have some sort of style, and want accesibility to trendy eyewear. My goal was to make the brand appear more fashionable, but, true to Warby Parker I still had to keep things a little weird. I used soft, mod colors and chic layouts, combined with quirky images in a collage style to achieve the perfect combination of funky and fashionable for the Warby Parker customer.
(Interaction Design Studio, Fall 2016)