before
LensCrafters
DESIGN
Chute Gerdeman, Columbus, OH
PROGRAM DIRECTOR
Mindi Trank
DESIGNER
Steve Boreman, Jennifer Lynn
MARKET
United States
The original packaging for
LensCrafters was based on the old
charge of providing service in one hour.
Because this claim was becoming
common among optical stores,
LensCrafters decided to shift its
emphasis toward promoting its line
of high-end eyewear, and needed pack-
aging that echoed this new direction.
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after
The end packaging kept the combination of
positive and negative circles as its design
motif. The colorful box sliding into the white
bag work together to communicate a unified
brand personality, and also makes the
unwrapping of the glasses more of a “nested”
discovery process.
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Reason for Redesign
Over the years, however, many of LensCrafters’ competitors
could also make the one-hour claim. The chain wanted to
move away from being simply a clinic and laboratory to
becoming a showroom—a place offering ongoing optical
care, but also a place where customers could come to shop
for eyeglasses as an accessory rather than a necessity.
To help recreate its image, LensCrafters commissioned
Chute Gerdeman to rethink its brand, including its packag-
ing design.
The existing packaging consisted of little more than a
two-color polybag, a mall-store shopping bag meant to
hold manufacturers’ cases customers received with their
new glasses. The new packaging would create more of a
fluid brand experience.
Redesign Objectives
• Create new packaging structures to better immerse
products in LensCrafters branding
• Design a youthful, fun feeling to appeal to a
broad demographic
• Build a brand personality to remind customers that
purchasing eyeglasses is less of a medical need,
and more of a personal statement
The Results
At press time, LensCrafters had released the new packag-
ing design in select markets. Based on favorable results,
the chain has plans to roll out the new design nationwide.
LensCrafters Design Process
LensCrafters is the largest optical
retail chain in the world, with more
than 850 stores across the United
States and Canada. A subsidiary of
the Italian optical luxury group
Luxottica, owner of brands as diverse
as Versace, Ray Ban, and Sunglass
Hut, LensCrafters achieved success by
consolidating all aspects of shopping
for eyewear or contact lenses into a
single package. Customers can get
their eyes examined by an optometrist,
consult with an optician, and choose
fashion-forward frames in a single
place. But the chain’s true success
came from its well-known brand posi-
tioning that prevailed throughout the
company’s early years: a place to get
quality eyeglasses made onsite in
about an hour.
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1, 2
The designers set out to create innovative
new structures as well as new graphic treat-
ments. Here, a “platform” box includes a
two-part top that holds glasses and a case,
and could be combined with a promotional
item to create a presentation bundle.
3, 4
The idea for the “stapler” box involved a
box that fully opens to display glasses with
the brand case—a way to surround manu-
facturer-branded products with the
LensCrafter brand.
5, 6
A “bowling bag” packaging idea conceptu-
alized a shelf to hold the glasses and their
case, which would then slide into a sleeve
to act like a carrying case.
7, 8
Picking up elements of the new LensCrafter
logo, four multicolored dots, these bag con-
cepts used bright colors, circular shapes,
and young, funky photographs that repre-
sented fashionable shoppers.
3
4
5 6
7
8
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