A new direction for an established brand.

Spec’d is a sub-brand of GC Eyewear, which retails affordable glasses and sunglasses in a number of national pharmacy chains. To reposition its fashion frames, we developed the entire Spec’d brand, including the name, tagline, strategy and identity.

Customers of Spec’d are willing to pay more for style and the identity reflects this sense of fashion and youthful energy. We applied the branding to a number of channels including point of sale and digital, and rolled out packaging, collateral and two additional sub-brands: Spec’s Readers and Spec’d Sunglasses.