SWITCH

How would you frame it?

Loes van Daal Amber van Winssen Anna Jagers Jagoda Dusza

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“OLD AGE DOESN’T HAVE TO BE GRIM AND BORING.” 3

Table of Content

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Value Proposition Page 6 Choose your glasses Page 8 Choose your front Page 10 Vision & Mission Page 14 Logo Page 16 Tagline Page 20 Typeface Page 22 Differentiation Page 24 Competitive advantage Page 26 Positioning Page 28 Packaging Page 32

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Unique value Proposition Nowadays people see eyewear as an optical tool and not as fashionable accessory. Switch has redesigned glasses the way they should have been all along. One pair of one coloured glasses and one fashionable frame that the costumer can click on and off.

Switch focuses on older fashion-aware women between the age of 50 and 80, who are not afraid to express their own style. People are getting bored of wearing the same pair of glasses every day. We are proud to provide our costumer with a pair of glasses that they can adjust to their mood.

Old age doesn’t have to be grim and boring. Switch is a brand for the remarkable women who loves style, design, and colour. With the glasses we want to redefine the aging process and let the costumer look like a million dollars with an affordable pair of glasses.

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Choose your glasses in colour black or white

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Choose your front

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Mission To let older fashion-aware women have the possibility to wear a fashionable pair of glasses that they can ‘switch’ into their own style.

Vision To provide our customers with a unique pair of glasses that they can adjust to their own personality and mood of the day. The vision is to change the fact that older women see glasses as an optical tool instead of an accessory. We want to be the change that older fashion-aware women want to ‘see’.

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Logo and Brandmark Our logo is a very valuable asset. W e used the font Blueprinted because the font is very playful just like our brand itself. The style of the logo will be used for both printer collateral and screenwork.

We have choosen to use our logo as a brandmark.

Because this will work the best for our brand identity.

0,5 CM

1 4 CM

0,5 CM

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PANTONE Red 032 U

PANTONE Yellow CP

PANTONE 15-0545 TCX

PANTONE 16-4725 TCX

PANTONE Orange 021 HC

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Do’s and don’ts

To make sure our logo will be used in the right way and to avoid painful mistakes we made up some rules about the way the logo should be used. And even more important, how it not should been used.

1. The right way to do it Always leave the logo some space and make sure the background is white.

4. Keep it straight It is not allowed to rotate the logo.

5. Too much 2. If the unavoidable happens Don’t use to only colour in the logo, we want to If it is unavoidable to put the logo on a black background stay classy. that this the only right way to 6. No colours do it.

Do not place the logo on a coloured back3. To black ground.

Always use the colours in the logo, that is what we stand

for.

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Tagline Our tagline is: How would you frame it? We have chosen this tagline because it makes people curious.

How would you frame it?

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1 CM

“LIFE IS COLOURFUL” 21

Type face Our choice of typeface is an important element of our visual identity.

Our primary typeface is called Century Gothics. We use this typeface on all profesionally designed publications and communications.

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Century Gothics - Regular ABCDEFGHIJKLMNOPQRSTUVQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 1234567890 Century Gothics - Italic ABCDEFGHIJKLMNOPQRSTUVQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 1234567890 Century Gothics - Bold ABCDEFGHIJKLMNOPQRSTUVQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 1234567890 Century Gothics - Bold Italic ABCDEFGHIJKLMNOPQRSTUVQXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!$&@*) 1234567890

Aa Aa Aa Aa 23

Differentiation We can provide our future customers with the following aspects; our store will be positioned at a A-location in the city Amsterdam, the Netherlands. In the long term we will enrich our brand by selling our products in other eyewear stores. Good service is a standard to SWITCH. We will help the customer finding the perfect fit and combination. After the customer has purchased the glasses they will get 1,5 year warranty for damage.

What makes us different is that we provide the customer with a unique product, challenge your perceptions, and empower you to be your fashionable self.

We meld the beauty of a simple glasses with the technology to be able to provide this glasses with an extra frame. SWITCH embraces design, style and above all, colour. We know that the people nowadays are dynamic, and your glasses shouldn’t hold you back from expressing that.

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“DON’T WEAR BEIGE, IT MIGHT KILL YOU!” 25

Competitive advantage In the current market there are a lot of high-segmented eyewear brands. We want to be different; by providing our future customers with a collection of affordable yet fashionable glasses. What makes us different from our competitor is that we created a unique concept by offering a pair of glasses with variety of frames. We also provide the costumers with good services and a high quality of our product.

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“BE THE CHANGE THE WORLD WANT TO SEE” 27

Positioning SWITCH is an innovating brand that just came on the market. We are different then other changeable eyewear brands but why? SWITCH is offering a high quality pair of glasses with 3 extra click on frames that you can click on the original pair. The other changeable eyewear brands are simpler and not visible. The customers can only change the sides of the glasses.

SWITCH is also a middle segment brand that is following the trends in eyewear. We are a colourful and fashionable brand who is everything else than a basic classy brand.

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High Quality SWITCH

Existing

Dilem

FRAMERI

Bulova

Innovative

Low Quality

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Fashionable SWITCH

Theo

Funk

Cheap

Expansive Ray Ban

Classic

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“AGING WITH ATTITUDE” 31

Packaging SWITCH is a very colourful brand but for the packaging we have choosen to work with white to make sure our brandname is very visible. We use luxury paper for the bag and hangtag. The glasses case is made out of white leather.

We have produced green glasses wipes made out of 100% polyester microfibrer.

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“HOW WOULD YOU FRAME IT?” 35

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