Creating a boutique, local eyecare experience

Originally seeking a website design from DHD to raise brand awareness, discussions led to a rebrand project to ensure the website would have the best foundation to build upon. The high-end opticians were expanding to offer hearing care and wanted to include this in their positioning.

Barrett’s needed something sophisticated and well-considered to match their store’s interior design and personal service.

Interviewing customers about their experiences, I frequently heard terms such as “retail therapy” and “spa treatment” repeated.

Moodboards created with the client further helped define the strategic and visual direction of the brand.

I produced many concepts, including logomarks, before we concluded that a traditional monogram best suited the project.

Barrett’s strategy focuses on the sights and sounds we can enjoy through eye and hearing care.

Human-focused, relatable, and approachable – we aimed to include personal touches across brand touchpoints.

An earthy colour palette was inspired by eye colours, while the high-contrast headline type was inspired by fashion brands.

The Barrett Opticians rebrand is still in the planning stages, now involving interior designers who are outfitting the shop. Both the client and I are excited to launch the brand in the coming months.