CLIENT
JOHN JACOBS

CLIENT'S TEAM
APEKSHA GUPTA
MAHALAXMI IYER
SUMIT CHAWLA
AVINASH KUMAR

SERVICES
BRAND STRATEGY
IDENTITY DESIGN
BRAND GUIDELINE
WEBSITE DESIGN
ART DIRECTION
PACKAGING DESIGN

TEAM
ANANT AHUJA
PRADHYUMN KAG
HINAL KIKANI
PRANJAL KAILA
SANIKA VIDHATE
RISHAV PAUL
ARSH BEDI
NANDINI NEGI
DHRUVA DESHPANDE

RECOGNITION
THE HARD COPY CO

In a world where you’re free to switch up every other element of your personal style, glasses feel like an unfair exception.

THE SITUATION

John Jacobs is a breakthrough eyewear company founded in India. With great success, they brought Indian consumers the first of its kind high-quality eyewear brand with fashionable options at affordable prices.

With a new zest to, they were ready to move beyond being a segment oriented challenger brand, to make way for themselves in the market as a lifestyle brand. This brought in the opportunity to discover an entirely new brand DNA for the company and bring it to life with a refreshed identity.

OUR LENS

In a market that is comfortable viewing eyewear as a necessity, it was time to switch things up. We were convinced that the brand’s ability to bring a sense of ‘fashion’ and ‘statement mentality’ to eyewear was going to make for a cultural shift in the affordable eyewear market.

Taking to the intrinsic fluidity of fashion itself, we brought familiar questions to the mass eyewear space with John Jacobs.

Why does quality eyewear have to be a commitment?
Why does one have to feel stuck when you play so many different roles?

THE IDENTITY

We pivoted on the brand’s paradox between form and function, keeping our lens on the brand DNA to craft an entirely new identity.

The symbol shows two ‘J’s coming together, each representing the two extremes of the paradox. A symbol that portrays the intersection of the worlds of Art and Utility, making it a classic mark that is dynamic yet timeless.

THE VALUES

Through various internal immersions, we rediscovered the brand as one with unwitnessed ideals in the eyewear market:

Authentic

With a unique and fresh perspective on things. Here to build connections through frank conversations.

Irreverent

Here to challenge conventions and stereotypes. To go against the grain, and to stir things up.

Playful

With an abundant supply of creativity, we
invite you to hop on this roller coaster called life.

THE PERSONALITY

Further distilling their ideals we spiced things up with personality traits that would bring their identity to real form:

Iconic

Head-turning, high-style, fashion

World Class

Quality, thoughtful, meticulous

Charismatic

Intriguing, cultured, charming

Experimental

Fresh, unconventional, Multifaceted

We wanted to show people that when you shift your perspective, you see the unexpected.

DESIGN SYSTEM

The guidelines cater to the brand’s entire ecosystem through culminating pairings, patterns, the grid, iconography, reflection and refraction and imagery and illustration. These were applied to various applications across digital, print, merchandise and an all new johnjacobseyewear.com.

The primary typeface we chose was Lyrra to bring a radical aesthetic that alternates between the organic and the mechanical. This paradox was further supported by Nunito Sans, a humanist sans serif typeface with an upright stress, open forms and a neutral, yet friendly appearance.

We brought all this together with a fresh and wide colour spectrum. One that creates a timeless identity through luxurious tints of iconic colours, switched up with seasonal colours that pop to portray the playful, trendy and fashion forward attributes of the business.

Through the right balance of a minimus - maximus design system, we were able to amplify the paradox through all visual communications of the brand.