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Branding the world’s first Autofocal brand, Morrow

Morrow
MorrowBrand & CommunicationsTechnologyOpticalEurope

Branding design for an ambitious start-up

Morrow is the challenger brand that’s set to disrupt the eyewear market globally. Its revolutionary glasses solve the problem that people over the age of 45 often face; the ability to see both near and far. A single pair of Morrow glasses allows its wearer to see at every focal range – at the click of a button.

We met with the brand’s Belgian Founders and learned about their ambition to revolutionise the world of prescription glasses. They had founded a unique patented technology; had early prototypes and investors on board. What they needed was a way to bring their innovative brand proposition to market, appeal to customers and drive eye examinations in order to scale the business. For that they wanted to work with a trusted partner with expertise in both branding design and retail customer experience design – that’s where we come in.

Sleek brand experience design: making their patented innovation and brand proposition customer facing was key to our branding design approach.

A customer-centric brand strategy & positioning

Working directly with the brand’s Founders, we developed Morrow’s end-to-end branding and communications strategy. Encompassing brand strategy and positioning; creative visual identity design, new product development, online digital brand experience, launch campaign activations and all content creation across every channel to launch Morrow to market.

Everything part of our branding design was inspired by the language of vision. Using findings from Morrow’s neuromarketing study, our refined visual identity system was created to appeal directly to the over 45s' desire for visual independence and individuality.

Making Morrow’s brand proposition clear: We invented a whole new product category, Autofocal Eyewear. Powered by Morrow’s patented “Active Liquid Crystal” we art directed a CGI animation to demystify this world first, technical innovation for consumers.

A visual identity design inspired by vision: in keeping with how the human eye sees and translates objects through the brain, we created the brand wordmark as a reverse reflection with MOR” flipped upside-down reads “ROW” combining to make “MORROW”.

“From the outset of Morrow’s brand journey Checkland Kindleysides lived and breathed our brand, our product and our ambition to improve the world’s vision in a click.”

Pieter Hertecant, Chief Marketing Officer Morrow

A crystal clear brand positioning: To bring meaning and character to the brand name “Morrow” we came up with its core brand strapline, that there’s always ‘Mor’ to see’.

A sophisticated digital brand experience

A big part of bringing this startup brand to market was designing their consumer facing brand experience. For this, we custom-built a bespoke platform from the ground up. Designing an innovative online UX experience and direct-to-consumer purchase journey alongside a brand communications toolkit which allows consumers to try the lenses for themselves before purchase using both website and home visits.

A bold visual identity system: The key brand colours are black and white; their opposition mimicking the switch in contrast from near to far vision and back again, instantly.

A seamless digital brand experience: To determine customers eligibility for Autofocals, our digital UX team created an online assessment for consumers to receive a unique vision profile and Autofocal score.

Holistic branding design: To reflect their premium brand positioning, we created a bespoke packaging design and unboxing experience with long-term sustainability in mind.

Design Week

Visually appealing: Our brand communications & content creation team hand-selected models and managed the photoshoot in order to produce a compelling launch campaign.

A brand launch campaign with eye-raising results

Within the 1st two days of launch and with no media spend - over 200 people completed the self-assessment. Within one week of launch Morrow received bookings for the following six weeks and at going on to be fully booked up to 7 weeks in advance. Beyond the launch, the success of the branding design, new category positioning and launch campaign, Morrow went on to secure 10Million EURO's in additional funding and were named in the Top 100 Innovative companies in the world. Not only that our visual identity design agency won 'Best Branding Design' in the Creativepool Annual 2022.

A progressive & creative visual identity design: Morrow’s wordmark speaks to the brand’s desire to be contemporary and progressive. Every brand asset was purposefully designed to make you look again.

Talk to us about start-up branding design

If you are looking for a strategic branding consultancy in London to lead your brand transformation journey, let’s talk. You can also check out our agencies best branding case studies on our branding work page, or take a look at our Wonder blog for all the latest consumer insights and creative inspiration.

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