Established 1990

Identity design 2000 - acquired 2007 - ZAR50 million

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How we positioned a high street eyewear retailer

as a boutique brand with a global footprint.

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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.

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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.

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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 .

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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.

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An innately futuristic approach ensures brands in our care are picked up by early adopters, giving brand iconography greater longevity in the marketplace.