FOR THE SUN — REUNITING A BRAND WITH ITS PURPOSE. Founded in 1917, Persol is a legend. For over a century it’s been championed by racing drivers, poets, aviators and movie stars alike. Yet, with such a strong heritage, it can be easy to overlook so many things that the brand stands for today. Our work sought to rekindle things that were often overlooked.
THE SUN AT THE CENTRE
We found forgotten traits — like honest simplicity, accents of Italy and its spirit of adventure — and celebrated them to make the brand more relevant for today.
Yet at its heart we rekindled the one thing that Persol had always stood for. The sun.
This simple guiding idea informed the entire brand approach: to put the sun at the heart of everything — from store design to colour palettes to art direction, even the tone of voice’s positivity and optimism.
We started by re-imagining their New York store. Placing a metaphorical sun at the centre not only allows the glasses to be tested but affirms our focus for the brand. It’s the reason we exist, one imparts warmth, energy and light while acting as a centrepiece of the Persol experience.
FROM YESTERDAY TO TOMORROW
We then built upon this, taking the physicality of the store to adapt the brand’s essence, creating new digital, social and campaign executions.
For the sun acts as a powerful and uplifting gesture at the heart of the brand’s aesthetic and personality.
Other traits, such as Persol’s Italian flair or spirit of adventure, build around it to create a contemporary, youthful and relevant brand for tomorrow.