So Shady
Designing a bold 360° branding strategy for a visionary new eye wear label inspired by fearless energy and utter sophistication.
Agency
Our Social Creative
Discipline
Branding, Packaging
Location
London, UK
Year
2018
Attitude included eyewear
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.
‘So Shady’ was built around the concept of transformation into an alter ego. The brand visually translates the idea of distinctive secondary selves. We explored the visual language associated with reflection, a strong female lead and the theme of dichotomy.
Brand Vision
Empower the wearer to release their inner alter ego, unleash the full force of their confidence.
Core visual idea
The sunglasses act as a shield, an empowering accessory that transforms the perception of the world.
Design Direction Laura Syrbe, Verena Bublak
Art Direction Valerie Bungener Relmy
Photography Charl Marais
