C H I N A
O P T I C I A N S
N E W
O P T I C I A N S
N E W
N E W
O P T I C I A N S
C H I N A
C H I N A
N E W
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O P T I C I A N S
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Note
EDITOR’S
Never-ending Cherished Options
Time will tell If we could be the kind of friend At every time of your life A friend who helps you To be the best that you can be.
Experience counts All that we’ve earned from yesterdays For today and tomorrow To give you style The way you see fit To put a smile on your face When you’re wearing a frown But really the joy and pleasure is ours
We know no one size fits all TonyHardyTM is here for the asian fit. To be sure you find your perfect fit Thank you for being here Your friendship means the world to us
CONTENTS
HERITAGE 06
Brand Story
08
Keywords
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Lineup
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Opinions
BRAND SHIFT 18
Purpose
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Concept
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Expression
IDENTITY 24
Manual
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Applications
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HERITAGE
From its beginnings as an optical shop in Singapore since 1925, New China Opticians has grown to become more than just a optician brand, being described as the quaint playground for vintage eyewear lovers, its styles have become a must-have for classic eyeglass buff and the hipster generation.
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Eyewear Vintage Optometrist
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BRAND STORY We have a meaningful and successful past – we have heritage.
Since the training days in China, where our forefathers learn the skills of handcrafted glasses and sunglasses, and opened the store Daming Optical大明眼镜公司 in Singapore, paying homage to the Great Ming times (大明) with its store name. The shop was first set up as a branch of in 1925 in Singapore, but after World War II until the two split ways. Since then, the store took on the new name New China Opticians and has been passed down four generations to Uncle Tony Lim taking over as store manager in 2005, and has been in the trade of business ever since. New China Opticians (NCO) has opened its store in High street, then has moved to Capitol Building and Singapore Shopping Centre over the years, but chose to locate in central town locations. Today, it is located
within the Peninsula Shopping Centre, or the Little Burma of Singapore, we keep up with the times with state-of-arts machines and evolve continuously to serve you better. The variety of vintage and modern designer brands and products we carry makes us a quaint playground for eyewear lovers since the time we started. The frames are sourced from all over the world, and most of them are “dead stock”, that cannot be found elsewhere. Our house brand TonyHardyTM are made with every detail that suits your needs. NCO is no stranger to famous names, with the likes of local celebrities Bobby Tonelli, Joanne Peh, Rebecca Lim, and even political figures as their loyal customers. Over the course of 93 years, we have served many customers and
the most notable ones that we are proud to serve include the First President of Singapore Yusof Ishak and his wife; Second President of Singapore Benjamin Henry Sheares, with a bridge named after him; and Fourth President of Singapore Wee Kim Wee. We have stood the test of time, keeping unique frames reasonably priced. New China Opticians values and takes great pride in our entire heritage, history, and timelessness, which truly makes us special. That is the reason why we lovingly preserve the drawers, chairs, spectacle case and cloth designs and other equipment which have graced many generations and customers for decades, infusing the store with much nostalgia of the yesteryears.
大 明 07
the deeper our roots, the higher we grow, the further we see
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KEYWORDS
Timeless
The family business started 9 decades ago by his father who inherited the business from his forefather, currently managed by owner Uncle Tony Lim offering variety of vintage and avant-garde eyewear.
Fit
WIth the house brand Tony HardyTM constantly churning out new designs, asian faces can find the perfect fit for for their shallower and narrower nose bridges, where the foreign designer brands lack. Vintage Reborn for the Asian Face.
Experience
Besides the short waiting time, low prices, and friendly staff and owner, there is also free life-time services for the spectacles that is made from New China Opticians. It’s better to make a friend, than make a quick buck.
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LINEUP
honour the past, embrace the future
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Sincere, Sophisticated Charming.
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Enjoy Function paired with Design.
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OPINIONS
MELANIE 31, Female Web Developer Filipino living in Singapore. You know what makes a shop attractive? It is the lighting, and bright, clean open store concept. In addition, if there is a section where you can customize your own frames designs. That will be quite exciting too.
TIM 34, Male Accountant Malaysian living in Singapore. I like opticians offering maintenance services where any part of my glasses that is spoilt and dirty, I can bring back to them to change or clean free of charge.
ZI HUAI 31, Female Web Developer Singaporean HAFIZAH 31, Female Customer Service Singaporean An optician shop needs to be as neat and uncluttered as possible. If posters are covering too much of the shop front, there might be a lot good things in-store, but only customers brave enough to enter would know.
I have to go down to the shop for the accuracy of my prescription. Price range is also very important to me, otherwise it is not convincing enough for me to enter a traditional optician shop.
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CLARA 25, Female Product Manager Singaporean WEN XUAN 25, Female Marketing Executive Singaporean Traditional opticians that look quite cramped, with many things all over the shop, may make customers feel uncomfortable while they are browsing through the items.
JEROME 34, Male Account Manager Singaporean The prices of glasses are displayed in the shop, which is more transparent for me as a customer. For the traditional shops, the price can state $90+, but I leave the store paying $150 in total. I had no choice but to pay anyway.
I prefer to go to opticians located in the mall, so while waiting for my spectacles to be ready, I can simply roam around and then come back later. Rather than the opticians outside the malls, where I would be stuck in the shop waiting.
ALEX 30, Male Account Manager Singaporean The traditional opticians have their glasses all kept on the shelves at the back. I prefer opticians that display everything openly, so people can try on and see the fit. There is lesser need for staff, so you cut down on labour, which is good for business. If the frames are to my liking, I go to the salesperson to request for an eye test. So in between, I am already sold.
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P
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VISION Be a home to eyewear lovers We envision to be a gathering place where eyewear lovers become friends, sharing their love for eyewear.
MISSION Make a friend, than make a quick buck. We believe in maintaining a honest pricing system and making eyewear affordable for everyone.
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The brand concept is the central idea that expresses the essence of New China Opticians. It defines us and all that we do, assuring customers every time they interact with us. It is a statement of intent that guides, inspires, informs and influences every medium we use — from naming, products and services to advertising, brochures, packaging, and behavior.
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C O N C E P T
Our brand concept is to: Forge new friendships Human are social beings, always looking for ways to connect and improve our relationships. This desire to make friends and develop relationships is part of every one of us. We start small as friends, and through sharing and connecting,
communities form. The best of friendships spark from simply coming together because of a shared love for fashion, eyewear and everything in between. New China Opticians is about forging new friendships; having something in common that provides a sense of belonging and connection.
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The quaint playground for eyewear lovers “The quaint playground for eyewear lovers� is our tagline and the centerpiece that New China Opticians communicates around. It emphasizes the human element of our products and services that encourages fun and fashion. This tagline resonates with all our products, as well as our future aspirations. It is straightforward and emotive that aptly portrays the uniqueness of our brand..
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Logo
BRAND MANUAL
The refined wordmark is based on the modern typography, full of personality, and has a unique shape of the eye.
We kept the overall feel of the previous logo, using only uppercase letters to keep the rhythm of unique eye shape. We have also maintained the entire brand name while creating a new abbreviation to improve memorability. To show our heritage, we included the year we started it all.
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White / Black Background
Minimum spacing
Minimum size
30MM PRINT
Usage restrictions
28PX WEB
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Typography
BRAND MANUAL
The typography is modern with a personal touch. The timeless Montserrat serves us as the primary font in both digital and print designs. Thanks to its clean lines, it is easy on the eyes for reading. Our secondary typeface is Highlander. This is a modern reinterpretation of a classic design. Typographic hierarchy organizes type and establishes an order of importance within the content, this helps your reader to easily find what they are looking for and navigate the content.
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Montserrat
Highlander
Hierarchy
ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽ abcčćdđefghijklmnopqrsštuvwxyzž А Б В Г ҐД Ђ Е Ё Є Ж З Ѕ И І Ї Й Ј К Л Љ М Н Њ О П Р С Т Ћ У Ў Ф Х Ц Ч Џ Ш Щ Ъ Ы Ь Э Ю Я абвгґдђеёєжзѕиіїйјклљмнњопрстћ уўфхцчџшщъыьэюяĂÂÊÔƠƯăâêôơư 1234567890‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.*
ABCČĆDĐEFGHIJKLMNOPQRSŠTUVWXYZŽ a b c č ć d đ e f g h i j k l m n o p q r s š t u v w x y z ž Ă Â Ê Ô ă â ê ô 1 2 3 4 5 6 7 8 9 0 ‘ ? ’ “ ! ” ( % ) [ # ] { @ } / & \ - + ÷ = ® © $ € ¢ : ; , . *
Headline BIG HEADLINE SUB HEADLINE COPY TEXT HEADER Copy Text
Caption Text
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Colours
BRAND MANUAL
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Primary Colours
Cashmere Gray C71 M63 Y55 K43 R63 G65 B71
Fir Brown C27 M47 Y66 K5 R181 G135 B98
Sunshine C10 M35 Y72 K0 R228 G170 B95
Accent Colours
Sky Blue C41 M5 Y19 K0 R149 G203 B205
Sand Pink C7 M61 Y48 K0 R251 G192 B175
Ocean Blue C81 M30 Y48 K6 R42 G134 B133
Oxford Blue C92 M78 Y50 K57 R19 G36 B56
Silver River C25 M15 Y14 K0 R190 G200 B206
Turkish Coffee C55 M64 Y68 K54 R74 G57 B49
Brand colors pay homage to the day it started, but on a modern platform. Old meets new again. Our new brand identity is colorful and a true reflection of our personality. Brown is the foundation of our color palette. Three colors form the primary palette. The accent colors complement the palette and provide a rich foundation to bring any collateral to life.
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BRAND MANUAL
Photography
Through rose-colored photography lens, the aim is to convey a true sense of friendship and love in peopleâ&#x20AC;&#x2122;s daily lives at work and play
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Treatment
Color tint effect on all photos and imagery create a vintage vibe and tie them together in a similar visual treament.
Usage restrictions
Do not use imagery that are depict negative emotions, unhappy and lonely scenarios.
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Tone of Voice
BRAND MANUAL
The tone of voice is our verbal identity. We speak like a friend which differentiates us from our competitors and expresses our unique charming personality. Our tone of voice brings meaning and credibility to all our marketing and advertising. It creates a connection between us and you, the brand and the customers. Use straightforward, clear language that makes it easy to understand directions.
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Create Value
Delight Customers
Tone
Providing everyone the chance to own many pairs of fashion at prices they can afford to splurge, ranging from the current most trendy and popular options to the rarest vintage collections. Instead of being restricted to own only a pair of functional/ protection prescription glasses and shades.
With the widest range of modern and vintage and also the friendly and great customer service, high quality products and services starting from a small price tag.
Encouraging, supportive, friendly, warm, empathetic, educational and helpful.
APPLICATIONS 34
Stationery
APPLICATIONS 35
Packaging
APPLICATIONS 36
APPLICATIONS 37
Online Presence
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CREDITS Editor Ng Soy Hoon (Huang XiaoYun) PI Number: Y1610351