Jua: Identity and summer campaign for a sunglasses brand
Made for the midday sun.
- Fictional brand
- Eyewear
- Branding, Marketing Campaigns, Content & Production
- Brand identity, Campaign concept, Fashion shoot direction, Out-of-home and social
Identity and summer campaign for a sunglasses brand.
The challenge
Make a three-letter brand feel as bright and as hard to miss as the midday sun.
A new eyewear brand is selling affordable, well-made sunglasses online and through pop-ups. It wants one campaign that works on a billboard, a phone and a shop window.
What it needed
- A mark simple enough to engrave on a temple arm
- A campaign line that works in three seconds at roadside
- A shoot plan that delivers stills and short clips in one day
Creative direction
Noon yellow on shade black, a compact, heavy wordmark with a rising sun mark, and fashion portraits with attitude: sunglasses on, chin up.
The identity
Built for this concept by Brand House: wordmark, mark, colour and type, then applied to the pieces the brand would use first.
nopqrstuvwxyz
0123456789
Archivo Black, compact and tightly spaced, so three letters hold a billboard.
- Confident
- Playful
- Direct
“Made for the midday sun.”
In use
Made for the midday sun.
Jua
Made for the midday sun.
JuaMade for the midday sun.
Campaign imagery
The direction for the shoot: the mood, light and framing the brand would commission. Shown here with Unsplash photography.