Rebranding for 3-webshops-in-1 : Eyelens

Having a single hub for all lenses, lens solutions, and eye care essentials is a dream come true for anyone who wears lenses. When Eyelens approached Esign with this exact requirement, we recognized the ideal chance to establish an online store where customers could easily purchase all their eye supplies hassle-free. This was accomplished with a contemporary and approachable branding approach wrapped around it.

Eyelens sought a digital partner to rejuvenate their three predecessors under the Eyelens umbrella website. In response, we embarked on phase 1 of the project, focusing on completely redesigning the branding to enhance the user experience for the target audience. The objective was to consolidate the three existing websites into a single platform where customers could efficiently complete their purchases.

Phase 1 comprised three key objectives:

1. Developing a unique design centered around accessible rebranding.
2. Consolidating three separate websites into one cohesive platform.
3. Establishing a Shopify online store integrated with an ERP system.

Crafting a modern and inclusive rebranding strategy for the merging of three webshops into one, catering to both the existing older demographic and the new younger audience, presented a significant challenge. Nonetheless, we successfully addressed all customer requirements, culminating in the creation of Eyelens. A centralized webshop offering a wide array of lenses, lens solutions, and eye care products.

Optim Evolve crafted a modern branding concept for Eyelens that prioritizes inclusivity and accessibility, catering to the diverse needs of visitors to the Eyelens website, including those with mild vision impairments, visual impairments, and color blindness.

The logo features a minimalist representation combining the shape of a lens with that of an eye, reflecting Eyelens' focus on vision and eye care. This iconography was extended to the webshop, where three distinct icons—each representing a product category—were introduced. The lens icon symbolizes the extensive range of lenses, the eye icon represents eye care products, and the drop icon signifies the variety of lens fluids available. This intuitive visual approach makes it effortless for visitors to navigate the website.

In selecting contrasting primary colors and inviting secondary colors, along with large typography, clarity and legibility were paramount considerations. Every aspect of the design, from the icons to the colors and text, contributes to the overarching goal of ensuring that visitors can easily recognize Eyelens as an expert in their field, while also ensuring an accessible website experience for all users.

Integrating with Microsoft Business Central
Eyelens established a dynamic ERP link to streamline its extensive product catalog. With hundreds of lenses and variants available, leveraging the ERP system allowed for seamless loading of products, enhancing the purchasing experience.

Customers can effortlessly select their preferred lens strengths for each eye and add them to their shopping carts with ease.

Customized subscriptions to promote retention

1. We implemented various options to streamline the user journey for returning customers, aiming to enhance convenience and promote customer loyalty. For those who opt for regular deliveries, we introduced a convenient subscription option for all lenses available on the site, allowing them to receive their lenses directly at their doorstep every month.
2. Additionally, customers can easily reorder their entire previous purchase with a single click, further facilitating the reordering process and encouraging repeat purchases.
3. These initiatives are designed to foster customer retention and reinforce our commitment to providing exceptional service.

Moving on to phase 2 of the project

During phase 1, we communicated the rebranding and new web address to existing customers. Phase 2 commenced with the launch of a new email campaign crafted within Klaviyo, urging current customers to register on the new webshop. Our primary objective is to retain all existing customers on the new platform while simultaneously targeting a new segment in Belgium. Leveraging email automations and social media advertisements, we are developing a comprehensive marketing strategy designed to surpass Eyelens' commercial objectives.

The culmination of our efforts is a centralized webshop boasting an extensive collection of lenses, lens solutions, and eye care products.

Despite its comprehensive range, the website remains intuitive and user-friendly, catering to both young and older customers alike.

The modern and accessible design of the rebrand ensures a delightful experience for all visitors, furthering our commitment to creating a more inclusive online environment. Through our work, Optim Evolve actively contributes to fostering inclusivity in the digital realm.

Shopify, Custom App Development, ERP Integrations