Luxottica is the largest eye care and eye ware business in the world. However, there was no marketing synergy across its global optical chains.
In order to establish marketing and product synergies globally, the decision was taken that four of its brands would share a common brand and visual expression. This included LensCrafters in the US, OPSM in Australia, GMO in South America, and a more premium LensCrafters brand in China.
The four brands were united through the Idea of ‘We Love Eyes’ and the use of supporting eye and heart icons. This icongraphy had previously proved successful across global advertising campaigns. A strong contemporary visual system was developed based around the Eye Love iconography whilst retaining some existing local visual equities.
The new system has galvanised all marketing material globally whilst allowing for local market adaptation.