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Pair Eyewear Grows Up, But Retains its Joyful Energy

Customizable eyewear company Pair sheds its child-centric branding for a more universal audience, while still leaning into the joyfulness and fun that’s always been a part of the brand.

The new design of the eyewear box was crucial, as it’s the first tactile part of the experience for the consumer.
The new design of the eyewear box was crucial, as it’s the first tactile part of the experience for the consumer.

Pair Eyewear began in 2017 as a children’s brand with a unique vision: to offer affordable, high-quality eyewear that could be customized through the addition of snap-on Top Frames, available in a range of colors, styles, and patterns. With frames priced at just $60, including prescription lenses, and Top Frames available from $25 to $30, it offered greater inclusion and creativity than provided by more expensive, mainstream eyewear brands.

Pair Eyewear offers glasses that can be customized through the addition of snap-on Top Frames, available in a range of colors, styles, and patterns.Pair Eyewear offers glasses that can be customized through the addition of snap-on Top Frames, available in a range of colors, styles, and patterns.By 2021, Pair’s product selection had expanded to include prescription and non-prescription optical glasses, sunglasses, blue light glasses, Top Frames, and accessories for both children and adults. With this change in its customer base, Pair saw the need for a change in its branding, as well.

“Prior to the brand refresh, our packaging reflected our original, children’s-centric brand identity,” shares Pair Eyewear Vice President of Marketing Grant Goldman. “As our customer base evolved, there was a clear need for updating our brand image. What’s more, our original packaging did not fully accommodate new frames, accessories, and other products we were in the process of launching.”


Read article   Read about another packaging redesign, this one for Starbucks whole bean coffees.


Enter creative company Mrs&Mr, which was tasked with evolving away from the more child-forward, kid-centric design system to a more grown-up system, but without losing the sense of joyfulness and fun that had always been a part of the brand. Shares Daniel Wadia, chief strategy officer of Mrs&Mr, “The challenge was evolving the brand from being joyful, bright, and effervescent for kids into something that could be joyful, bright, and effervescent for adults, as well.”

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