Fulfilling a vision through eyewear

Services
- Brand Purpose & Beliefs
- Brand Narrative
- Visual Identity Design
- Naming & Verbal Identity
- Packaging Design
- Communication
- Brand Positioning
Industry
- Fashion
Client

The Good Trooupe

The Good Trooupe is a new eyewear brand that was born with an unwavering purpose. The challenge when creating its verbal and visual identity was to show it without losing an iota of relevance in the fashion sector.

Challenge

Social impact
with a fashion statement

As a radically contemporary brand, The Good Trooupe decided to incorporate its purpose into its business strategy and operations. Therefore, it had to be part of its identity.

However, in order to work on an attractive product and a professionalized, digitally native service, something had to be communicated that would respond to the demands of a consumer whose decisions are guided by aesthetic reasoning. So being a radical trendsetter was as essential as revealing purpose.

Solution

The Good Trooupe: identity, purpose and community

To reflect the brand’s social mission, we devised a name that would allow us to express it through a collective noun: a troupe, a group of artists, which brought us closer to the arts and creativity.

This word is adjectivized with a good to reaffirm the purpose. The double “O” in both words becomes the starting point of the identity and the visual language.

A visual identity
that connects
two points

Solution

From an act
to its positive
consequences

Leveraging the double O, the brand develops a dynamic symbol that forms the backbone of the graphic language. The isolated symbol can be understood as the symbolic representation of glasses, but when stretched and inflected, it becomes a line between two points: between the action of a glasses buyer and the positive benefit delivered through the brand’s various social initiatives.