Óticas Videre sought to revamp its brand identity to create genuine connections with customers while fostering a sense of belonging. The challenge was to embody the company’s friendly, authentic, and creative culture while addressing diverse customer segments—from children getting their first pair of glasses to seniors over 60 who prioritize clear vision and quality. The brand needed to balance simplicity, vibrancy, and empathy while establishing specialized communication for these distinct groups.

We anchored the brand concept in the belief that seeing is more than a physical act; it’s a transformative experience that enhances how we interact with the world. The visual identity features vibrant colors to evoke joy, creativity, and vitality, creating an energetic atmosphere that inspires confidence. We introduced graphic elements resembling frames, symbolizing the focus on clear vision and the beauty of the gaze, along with soft, fluid forms that convey lightness and serenity.

To cater to specific segments, we launched Videre Kids, featuring playful characters called “Videritos” to make getting glasses exciting for children. For customers over 60, we established the Videre Club 60+, a loyalty program offering discounts and exclusive services while emphasizing the importance of maintaining clear vision. Additionally, we designed a fully responsive website that integrates the vibrant visual identity, ensuring a user-friendly experience for exploring products, booking appointments, and learning about services. The in-store experience was also revamped to create a welcoming atmosphere, featuring geometric frame elements that provide a cohesive experience across all touchpoints.