Maccini Eyewear
Co-Founder & Brand Strategist
2024 - PRESENT
Building a contemporary eyewear brand from positioning to physical retail.
Brand Strategy • Retail • Visual Identity
Maccini Eyewear
〰️
Maccini Eyewear 〰️
01 - THE STORY
From optical retail to a lifestyle brand.
Maccini Eyewear began with the idea that buying eyewear could feel more considered, contemporary and personal. Rather than treating frames purely as functional optical products, we wanted to build a brand that approached eyewear as part of how people present themselves.
As Co-Founder and Brand Strategist, I helped shape Maccini’s early positioning, identity and communication direction, then continued contributing to the brand as it expanded into physical retail.
THE CHALLENGE
How do you create an eyewear brand that feels fashion-conscious and curated, while retaining the trust and accessibility expected from an optical retailer?
The opportunity wasn’t simply to sell different frames. It was to change the experience around choosing them.
02 - THE PROCESS
01
UNDERSTAND
Look at how eyewear was being presented, what existing retail experiences felt like, and where Maccini could create a more distinctive proposition.
Define the opportunity
02
POSITION
Decide what Maccini should stand for
Develop a clearer brand territory around curated eyewear, personal style and an elevated but approachable retail experience.
03
TRANSLATE
Turn strategy into a visual language
Build the visual and verbal elements that make the positioning recognisable across customer touchpoints.
04
EXTEND
Apply and evolve the system as Maccini expands across stores, campaigns and customer-facing environments.
Bring into physical retail
03 - THE BRAND IN PRACTICE
Strategy became something people could actually experience.
