Sunglass Hut

Developing a new high-end visual language

Sunglass Hut is an international retailer of sunglasses and sunglass accessories founded in Miami in 1971. Italian-based Luxottica Group, the world’s largest eyewear company, acquired the Sunglass Hut retail network in 2000, seeking to reposition it as a high-end purveyor of fashion sunglasses.

Leidar developed a striking new visual language for Sunglass Hut retail stores, communications and advertising. We developed fresh brand guidelines for the core brand, in-store branding, photographic styling and written tone of voice. Building on this, we created the tone of voice for communications and advertising, and created the advertising campaign for the UK relaunch. We defined a colour palette, complemented by seasonal ‘focus colours’, and developed a striking new visual language for their stores.

Working closely with architects and shopfitters on the retail store visual language ensured a seamless brand roll-out.

“Leidar’s creativity, combined with their deep knowledge and understanding of the world of fashion and accessories, was instrumental. It helped shift the Sunglass Hut brand from being well-known but somewhat stuck in the past, to becoming an icon of the high street.”– Stefano Ferro, Project Coordinator

Project undertaken by Grain previous to the merger with Leidar in February, 2018.