Don stylish eyewear by Lenskart on your next trip to reimagine the way you see the world, all while ensuring you stay in vogue. By Bayar Jain
Founded in 2010, Lenskart — Asia’s largest omni-channel retailer and manufacturer of premium quality and contemporary eyewear — ‘eyes’ the world differently. With a vision to reimagine the way we see, the much-loved eyewear brand is consistently fusing design and aesthetics with its products. Underlining this is the brand’s values of “Do More, Be More”, paired with a deep customer obsession. To facilitate this, Lenskart seamlessly integrates two aspects in its workings: product design, and brand design.
Lenskart’s Product Design
Lenskart aims to transform the way people see the world by building eyewear experiences for everyone and every purpose. Serving as a fashion destination for eyewear, the team is passionate about introducing design-led concepts and innovations that deliver breakthrough eyewear products and experiences.
A team of creative and diverse global eyewear designers continuously focus on improving product quality and aesthetics. They intend on giving voice to people, reflecting identities, and embracing cultures and opinions through their collections.
Take the recently-launched Pride 22 collection, for instance. Urging its customers to #SeeTheLove, this collection celebrates the community and its allies with the temples of frames turning into bold conversation starters. Iconic symbols like the peace sign and rainbow flag, as well as slogans like ‘Born This Way’ and ‘Limitless Love’, find a spot on the frames’ temples. Rainbow-kissed tints, subtle detailing, and classic shapes further bring the collection together.
Lenskart’s Brand Design
However, creating fashion-led eyewear is not enough. For Lenskart, creating a universe that speaks the same design language — of lifestyle, expression, and experience — is just as important. Although Lenskart is preconditioned to be visual, it continues to think digital first and see beyond the eyewear. It positions itself as a lifestyle brand.
Lenskart’s foray into the world of fashion through an exclusive collaboration with ace designer JJ Valaya exemplifies this positioning. The collaboration came into being owing to the shared vision of the two partners. With this, they have successfully created a campaign that aims to encourage customers to bring out their personal style.
To further assert its positioning, Lenskart has kept its fashion and lifestyle proposition strong while also ensuring excellence in technology and offering products that are of the best quality and clinically sound. This is important in an industry where being clinically-led is a common marker. While the glasses and products offer clinical excellence, the brand bridges the world of eyewear with expression and lifestyle too. This unified messaging is prevalent across the online portals, in-stores, ads, and graphics.
As Lenskart reaches global markets and diverse audiences, this test of design becomes difficult to scale efficiently. To assure standardisation, robust design guidelines are in place. Developed with the goal of expanding the brand and manifesting seamlessly across platforms, these guidelines give designers playing ground to experiment while being in sync with the business objectives. The result? A brand that disrupts, drives brand loyalty and delivers with design!
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