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Santa Fe optical
Challenge

Santa Fe Optical originated in 1982 as Austin’s first independent optical boutique. They showcase the most exciting and innovative eyewear in the world. Their experienced opticians give every client unique styling consultations to help them find eyewear that fits, flatters, and is as original as they are. 

Collaborators

Nathanael Loden: Illustrations, Research, Collateral 

Jack Parker: Logo, Website, Research

Chantal Lesley: Advertising, Research, Collateral

Megan Miles: Copywriting, Research, Collateral

Approach

A well-established and beloved brand, the challenge for this project was to give it a modern touch without losing the quirky, old-Austin charm that it was founded with. 


 

A big inspiration for the rebrand was the apothecary style of the interior of Santa Fe’s store. The slab serif typeface and the traditional color scheme give the brand a sense of quality and longevity. Illustrative embellishments drawn from the city of Austin itself infuse the brand with a sense of humor that parallels the quirky diversity of the frames that Santa Fe provides. 

awards

Silver — Graphis New Talent 2021 (Branding Systems)
 

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