Designing a bold 360° branding strategy for a visionary new eyewear label

Brief

By providing a range of products as an entry-level to luxury, Fashion Influencer Tamara Kalinic wants to radically shift the perception of eyewear as an accessory product. The goal was to create an unapologetic and powerful editorial campaign for a fierce eyewear brand.

Insight

Tamara  passionately believes in the power of fashion to change attitudes and provide radical self-confidence. The sunglasses act as a shield, an empowering accessory that transforms the attitude and the perception of the world – with fearless energy and utter sophistication.

Idea

‘So Shady’ was built around the concept of transformation and duality – a visual explorationof alter egos and self-reflection. We explored the visual language associated with reflection, a strong female lead and dichotomy. An engaging patented dictionary featuring a witty and unapologetic tone of voice – powerful, bold and cheeky. A singular language that disrupts engages and converts.