The Norwegian eyewear chain, Eye Factory, was in need of a Nordic house brand to compliment their existing global, fashion based assortment. The new brand should capsule the minimalistic and light Scandinavian mood where style, simplicity and quality are key ingredients.
STORY / CREATIVE & ART DIRECTION / EYEWEAR DESIGN / EYEWEAR PRODUCTION / VISUAL IDENTITY / CAMPAIGN
Inspired by nature.
The brand is named RAW, inspired by the rawness in nature. The collection is created from a danish design heritage, with nature as it’s key source of inspiration.
Each collection is inspired by a specific place in the world. The models mimic the colors, textures and shapes that are found in the particular area. The collection names are a contraction of the coordinates for the location.
The shapes spans from updated classics to daring contemporary pieces.
The designs are a modern interpretation of metal and acetate combination frames with a nature inspired color palette.
The first campaign is for collection 55·8. The inspirational area is the western coast line of Denmark: Vesterhavet.
Concept & Art Directon: Twenty/Twenty
Model Images: Nicklas Ingemann
Mood Images: Pexels
The line between the A and the W symbolizes the horizon
— a prominent feature of the landscape all around the world.
THE COLOR SCHEME.
GOTHAM PRO BOLD.
GOTHAM PRO LIGHT.