We Love
Your Eyes
LensCrafters was known for selling cheap glasses made in an hour. But cheap and fast was not appealing to the new owners from Luxottica. So we changed the brand narrative to reflect what LensCrafters was really good at doing.
Problem
For 25 years LensCrafters lead the category as the quick and cheap option. When multiple retailers jumped into the category, LensCrafters had no brand left to leverage.
Insight
LensCrafters is the Vision Care Brand. There was a huge disconnect between what employees believed in, and what the brand said to the world. The employees cared about eyes and about helping people see better, but the brand shouted “sale on glasses” and “one-hour glasses.”
Solution
We Love Your Eyes. What we discovered were hundreds of employees that genuinely loved taking care of people’s eyes. To us, LensCrafters isn’t in the eyewear business. They are in the eye care business.
