Bonnie Clyde has unveiled a new brand identity. This project focused on redefining eyewear not merely as a fashion item, but as a medium for self-expression. Through cultural and consumer research, the brand noted that the current eyewear market is repeating similar designs and messages. Conversely, it confirmed that consumers desire emotional experiences such as romance, fantasy, craftsmanship, and self-expression, and based on this, the brand has redefined its direction.
The new identity maintains the brand's core value of romance while expanding love beyond romantic relationships to include friendships, community, and everyday connections. A custom wordmark inspired by the Gutenberg Bible and Shakespeare's works was developed, and a color palette derived from Renaissance paintings and medieval tapestries was applied. Furthermore, a unique brand worldview was established through various symbols and illustrations, and digital experiences utilizing AR were incorporated to enable users to more intuitively explore products that match their style.
More and Sources
