EOTICA

EOTICA is one of Brazil's largest eyewear e-commerces, a market leader that had grown into a catalog with no point of view. The rebrand moved it out of the optical-retail category and into fashion and culture, where its customers already were. The positioning came from a single idea, that the world changes when your focus changes, and from it came the brand's visual universe and the art direction that carries it: the lens becomes the system, a shape that crops, frames and decides what you see.