A 2,000% increase in company value in 17 years
Identity design 2000 - acquired 2007 - ZAR50 million
How we positioned a high street eyewear retailer
as a boutique brand with a global footprint.
Having built up a presence of 10 retail outlets over 10 years,
our client's image was not delivering a customer experience commensurate
with the sales of high~ticket, luxury merchandise
such as Gucci, Ray~ban, Prada, Oakley etc sunglasses.
The identity, packaging and retail interfaces
developed by Off the Shelf positioned the brand
to be able to deliver on the promise as a first choice outlet
for luxury global eyewear brandnames.
Taking advantage of a gap for boutique minimalist interfaces in the sector,
we repositioned 23 stores, packaging and airport kiosk displays
in both South Africa and Sydney, Australia, as fitting showcases
for state~of~the~art supplier brands .
The development of a high~end, boutique Optometric outlet
located at Cape Town's premier retail destination,
the V&A Waterfront, was a landmark line extension.
We made early use of white on white store design, illuminated
with laser cut transparent perspex to communicate precision, sharpness
and a play on refracted light concepts.
Breakthrough product photography
added the cherry~on~the~top at all touch points, which, in 2007,
resulted in our client being first choice in the category for global acquisition.
An innately futuristic approach ensures brands in our care are picked up by early adopters, giving brand iconography greater longevity in the marketplace.
“A FUTURISTIC VANTAGE POINT LEAPFROGS COMPETITORS
AND POSITIONS BRANDS
FAR AHEAD OF THE SECTOR ”