Santa Fe Optical is Austin’s first optical boutique serving the community since 1982. With three locations, their expert stylists specialize in matching each unique personality with a pair of glasses from a wide variety of designer brands.
The objective of this project was to achieve a more cohesive and unified brand identity for Santa Fe Optical’s three locations. With inspiration from the original flagship store's heritage in Old West Austin, the new brand would need to preserve this culture with a more modern approach to spread across every facet of their brand.
By rebranding this local Austin optical boutique, it was important to keep in mind the heritage and culture that the stores originated from. The approach to this project was to create a unique brand identity that represented their stores, designers, and clients in a fun and modern style that uniquely them.
behind the mark...
The new trademark nods to the original hand-painted sign that appears at the flagship store by keeping the funky flourishes while modernizing the type to be friendly and elegant. The logo was also inspired by vintage signs and wooden apothecary elements. With a versatile trademark ranging from a primary to tertiary mark, the new brand would be able to adapt to the needs of the company.
Chelsea Wechsler: Concept, Research, Identity, Trademarks, Website, Print Advertising Taylor Confer: Concept, Research, Identity, Website, Social Media, Ephemera
Brianna McBee: Concept, Research, Identity, Ambient Advertising, Storefronts, Ephemera Roy Resendez: Concept, Research, Identity, Social Media Posts and Stories