TITAN EYEPLUS
A well collaborated branding and space design project at Foley Designs Pvt Ltd., under the mentorship of Michael Foley. The brief was to give TITAN EYE+, an otherwise clinical brand, a fresh and contemporary look which would be more fashion oriented in order to gather a younger audience while extending the brand personality for it's existing consumer base.
This year and a half long project included, space designers, architects, product designers, graphic designers and engineers with brand managers from the TITAN Industry to come up with this renewed look, feel and experience for the brand. Right from the signage, to the fixtures, to the interaction of the staff with the consumer and finally the product range, the logo had to be extended in form of a well established visual language and image direction.
Design of a comprehensive retail identity for Titan’s eyewear retail format has come from an insight of the existing brand’s aging perception and expansion into new consumer categories, retaining existing consumer loyalty. The new retail design pans brand identity redesign to complete spatial experience innovation. Every touch point was designed to create a more engaging product and brand experience transitioning the consumer’s journey from brand engagement, product selection to lens selection. This new brand personality flows seamlessly into the space with its colors, tints, collaterals, tone of voice and imagery.
In-depth study and analyses of the dynamics of the business, brand perceptions, customer and staff experience in different tiers of cities across India, resulted in the brand being visualized as much more vibrant and synonymous to the product range. The brand redesign epitomises the spatial experience redesign through innovation is all touch points. The retail design has brought a younger feel to the brand without alienating its large loyal customer base.
