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A Vision of a Future Brand
After years of intense competition, the Magrabi eyecare brand was losing its lustre. We recognised that the category was ripe for disruption: competitors were either in the medical or fashion sectors, but not both. We helped Magrabi reposition itself as a lifestyle brand that embraces the tension between art and science, style and function. To advance the transformation, we delve deep into consumer data, allowing us to define high growth priority markets and a detailed vision for each key market. The result? A five-year strategy to future-proof brand performance. To bring the experience to life, the new brand was visualised through multiple touchpoints, creating a true omnichannel experience for customers. Packaging, staff uniforms, marketing materials, store environments, digital experiences, eye test templates: every business aspect is designed to reflect Magrabi’s celebration of sight. A stylish lifestyle ambience combined with arresting splashes of colour and absorbing patterns and textures are used as a constant reminder of vision’s spectacular power. The in-store experience includes kinetic displays that “see” and respond to customers’ moods and feelings, drawing them further into this innovative environment. The result is literally visionary. Agency: Landor & Fitch
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