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JOHN JACOBS EYEWEAR

Brand Identity refresh for an eyewear brand, that is looking to move on from being a challenger brand to now becoming a lifestyle brand. 

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CHALLENGE

When John Jacobs came to us, they were looking to move on from being a challenger brand and transforming into a lifestyle brand. They consider themselves a brand that is bringing ‘fashion’ to the eyewear space, bringing in new trends and making eyewear a statement piece rather than just a necessity.

INSIGHTS

At John Jacobs, performance has always been a part of luxury. The brand refresh was about understanding how John Jacobs owns this paradox of utilitarian luxury at a conceptual and practical level and how it could inform the identity and the design system.

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THE IDENTITY

Our identity is an extension of the idea of the paradox and portrays the intersection of the worlds of Art and Utility. Our symbol shows two 'J's coming together,
each representing the two extremes of the paradox.
It symbolisesthe intersection of the worlds of art and utility to form a classic mark that is dynamic yet timeless. The mark also resembles a head wearing glasses.

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DESIGN SYSTEM

Our design system is informed by the overarching scale of balancing between function and expression. Each piece on this spectrum depends on where we are meeting our consumers.

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The Irregulars Alliance exists to enable the growth and prominence of the Indian art scene and works to contribute to India’s community culture. It fosters the growth of carefully structured initiatives that share a purpose, a set of values, and above all, a belief in the power of creativity. Initiatives and Intellectual properties under the alliance include The Irregulars Art Fair, This Side Up and Marked on CC.

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Malviya Nagar, Delhi
New Delhi 110017, India

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