A start-up with focus and ambition

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.

Independence and individuality

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, early prototypes and plenty of ambition. But they needed to take innovation to market, appeal to customers and capture eye examinations in order to scale the business.

Everything we did was inspired by the language of vision. Using findings from Morrow’s neuromarketing study our branding was created to appeal directly to the over 45s desire for visual independence and individuality.

“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

To bring meaning and character to the brand name “Morrow” we came up with its core sentiment that there’s always ‘Mor’ to see’.

End to End branding

Working directly with the brand’s founders we developed the entire complete brand and communications strategy, encompassing brand strategy; identity system, new product development, website definition, brand activations and all and content creation to take Morrow to market.

We also designed an innovative direct to consumer purchase journey and toolkit which allows purchasers to try the lenses for themselves before purchase using both website and home visits.

The key brand colours are black and white; their opposition mimicking the switch in contrast from going from near to far vision and back again, instantly.
We designed the packaging and unboxing experience with long-term sustainability in mind.
We hand-selected models and managed the photoshoot in order to produce a compelling launch campaign.

Results

With no media spend and within in 1st two days of launch over 200 people completed the self-assessment. Within one week of launch Morrow received bookings for the following six weeks and are at the time of writing fully booked up to 7 weeks in advance.

Related content