Santa Fe Optical will help you find eyewear that fits, flatters, and is as original as you.


Rebrand Santa Fe Optical to showcase their unique personal stylist experience and provide unity across its locations.


Use illustrative elements to preserve its quirkiness. Design in-store collateral flexible to each location and stylist's needs.

Brand Voice

Santa Fe Optical speaks with expertise, but is approachable and empathetic. Stylists find eyewear perfectly tailored to you.

Brand Elements

The new trademark references the old-Austin feel of the original and the apothecary atmosphere of the stores.

Colors are named after the likeness of Austin, provide elegance and give homage to original signage.

Modesto was chosen for its bold, flourishing personality, and Brandon Grotesque lends a modern touch.

Illustration showcases the unique, apothecary style of Santa Fe Optical.

Megan Myles
Copywriting, Research, Collateral
Chantal Lesley
Advertising, Research, Collateral
Nathanael Loden

Illustrations, Research, Collateral

Jack Parker
Logo, Website, Research
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