Oxford & Kin began life as a recurring thought in the mind of passionate optometrist Harbir Sian. He had already co-founded his own optometry, and worked with Optometry Giving Sight, a non-profit organization providing eye health to those in need. For Harbir the next logical step was to launch his own eyewear brand with a socially responsible message. Finally, in 2016 STUDEO Design were approached to define the visual identity for the brand.

The idea behind the brand platform was already taking shape at the onset of the project: the founder was well travelled, his family had migrated from England to Canada, and there was a concept for each frame to be inspired by a different city or famous landmark. The tag line became “Born in London. Raised in Vancouver. Inspired by the world.” The styles for each frame were selected based on upcoming trends and timeless designs. They were made from high performing durable hinges and the highest quality acetate sourced from an Italian family in the business for many generations. The look and feel of the brand had to rival higher end brands that fashion conscious consumers aspired to own. The final logomark was a typographic expression of the company initials, creating a crown like emblem. When finalizing the mark, we had to take into account how it would feature on the product and packaging, involved with every step of the design process. Packaging, print collateral and the arms of the glasses were emblazoned with the mark in gold or other complimentary metallic finish. We worked with local photographer Pardeep Singh – art directing the look and feel of brand visuals to ensure there were enough assets at launch. The brand needed to be approachable, high end, aspirational but above all else stylish – taking inspiration from fashion photography whilst trying to capture more candid moments with the models. The website was built with Shopify to leverage it’s e-commerce platform. STUDEO Design structured and styled the website, and also provided solutions for technical issues related to variants and taxes.

The cohesive approach to building the brand ensured a successful launch. Oxford & Kin appeared to be established and more importantly stylish. Influencers and local media instantly took notice of the many touchpoints of the visual identity system – from the packaging and product itself, down to the hand written thank you notes and lookbook. The social responsibility of the brand has also proven to be a talking point; not merely giving a free pair of glasses to someone in need but supporting sustainable vision care in many impoverished areas around the world by partnering with Optometry Giving Sight. Find out more at oxfordandkin.com