Revamp Optika Lunett Brand Communication
A local eyewear brand focuses on glasses and sunglasses frames with high quality and up-to-date designs at affordable prices. Their products range from sunglasses to aviators, anti-radiation, and so on. Optika Lunett stays relevant for whoever wants to be stylish and confident with sunglasses.
Our role
When we started this project in 2020 as the creative director or head of the brand, it was challenging back then to define a strategy to communicate to the consumers. Optika Lunett has existed for about three years. However, despite their wide range of products, they still need more connection between the brand and their target markets than they already have. That's when I interfere; we must find the right tone visually and verbally. So we first focused on what the customer wants, building dialogs, listening, and creating content that answers and talks to them. Once we settled the communication strategy, we moved to the visual parts: packaging, digital ads, and especially social media management on how to be creative with the content and find suitable topics and angles.
Scope of work
-
Tone of Voice
Tagline
Brand Collaterals
Packaging Design
Brand Campaign
-
Still Life Photography
Lookbook Photography
Videography
-
Content Strategy
Content Planning
Content Production
Ads Setup and Management
PARTNER IN PRODUCTIVITY
PARTNER IN PRODUCTIVITY
Tagline
After a long process of reading customers' comments and understanding them, I was inspired by the target market. So I came up with the idea that Optika Lunett is so versatile you can do any activity with it. Hence, Partner in Productivity. By positioning them like that, the expected output is for the customers and the brand to become partners or friends.
Packaging
Packaging is always a significant part of the customer's experience, especially ours. I designed an attractive and, obviously, shareable packaging. I want that feeling when you receive your package and are happy to see the box's design. Many of our customers like the packaging and even keep them.
Art Direction
We handled photo and video art dire, from creating production plans to selecting talents to on-site supervision.
Social Media
Fundamental findings on this brand's project happen on social media. First, we changed the language of communication from English to Bahasa Indonesia's everyday language to be more relevant and closer to the market. It worked, as we can see significant improvement. In addition, we made the customers the face of the brand by actively posting customers' selfies to their feeds, which became Optika Lunett's signature content. That type of content leads to high traffic and social media interactions because the customers feel like they are a part of the brand.
Brand Campaign
Main Mata
Main Mata is one of their brand campaigns intending to introduce Optika Lunett’s new product: Anti Blue Light Protection lens. We invited Widika Sidmore, a public figure, to play in a series of challenges in front of the screen using the new product. The goal is to introduce a new product in a new way Optika Lunett’s never tried before, so it’s fresh and enjoyable to watch.
Brand Campaign
Profilunett
Profilunett is a brand campaign where the content is video profiling professionals with their activities and routines. Optika Lunett highlighted illustrator professions in the first episode: Sarkodit and Rakhmat Jaka. Besides the video contents, this brand campaign also created a Profilunett exclusive collection, consisting of Collateral Set: Sarkodit and Rakhmat Jaka edition, each set being an illustration themed “Partner in Productivity.”
Credits
Creative Production
Art Director: Nina Sharafina
Video and Photo Production: Hoi Polloi Studio
Makeup Artist: Hanung Budianto
Talents: Faldi, Indah
Social Media Production
Creative Director: Nina Sharafina
Content Planner: Nina Sharafina
Copywriter: Nina Sharafina
Graphic Designer: Agam Koswara, Tasia Sugianto