Frame
Eyewear as Art
Strategy
Branding
Year
2025
Disciplines
Art Direction
Brand Guidelines
Brand Identity
Brand Messaging
Brand Positioning
Brand Strategy
Logo Design
Market Research
Naming
Tone of voice
Frame set out to transform eyewear into design objects—functional, architectural, and deeply personal. We built an identity that reflects this balance of proportion and human detail. From logo to packaging and campaigns, the system merges precision with intimacy, positioning Frame between architecture, fashion, and lifestyle.
We developed the identity using architectural principles such as grids, modular systems, and precise line work. The typographic palette was sharp and structured, while the color system was muted, emphasizing form over decoration. This gave Frame an identity that felt intelligent and timeless.
Packaging extended this concept of tactility and proportion. Embossed papers, matte finishes, and understated layouts turned unboxing into an experience of craftsmanship. Each element was carefully considered to reinforce the brand’s architectural backbone while remaining approachable.
Campaign photography merged structural environments with human portraiture, showing eyewear as lived design. Editorial spreads paired architectural backdrops with close-up shots of faces, creating an interplay between object and person. This balance positioned Frame as a brand with both cultural weight and intimate appeal.
Frame set out to transform eyewear into design objects—functional, architectural, and deeply personal. We built an identity that reflects this balance of proportion and human detail. From logo to packaging and campaigns, the system merges precision with intimacy, positioning Frame between architecture, fashion, and lifestyle.
We developed the identity using architectural principles such as grids, modular systems, and precise line work. The typographic palette was sharp and structured, while the color system was muted, emphasizing form over decoration. This gave Frame an identity that felt intelligent and timeless.
Packaging extended this concept of tactility and proportion. Embossed papers, matte finishes, and understated layouts turned unboxing into an experience of craftsmanship. Each element was carefully considered to reinforce the brand’s architectural backbone while remaining approachable.
Campaign photography merged structural environments with human portraiture, showing eyewear as lived design. Editorial spreads paired architectural backdrops with close-up shots of faces, creating an interplay between object and person. This balance positioned Frame as a brand with both cultural weight and intimate appeal.
