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Dresden

Innovative shopping experience & playful branding for disruptive eyewear maker
Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek
Date
2018
Client
Dresden Vision
Responsibilities
  • Art Direction
  • Branding & Identity
  • UX Design
  • Responsive Web / UI Design
  • Ecommerce Design
  • Email Marketing Design
  • Interaction Design
Development
Offspring Digital

Good vision for everyone

Dresden is a Sydney-based, disruptive eyewear maker looking to revolutionise the vision industry worldwide. They manufacture their unique modular frame system locally and sustainably, providing practical and playful glasses with quality materials and lenses, all for a price you won't believe.

They started out offering their unique products and exceptional customer service through a few stores in Sydney, and have quickly expanded to other parts of Australia, New Zealand, and Canada, with more locations on the way. As part of their ambitious expansion plans, they needed an ecommerce website to call their digital home.

Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek
Matt Martell – Dresden Head of Ecommerce

Benek quickly grasped our issues and objectives, and from day one his work was world-class. Although it is still early days, we have seen our conversion rate for sales double.

Matt Martell – Dresden Head of Ecommerce

Playful & practical

Dresden's brand comes from a variety of inspirations, from German engineering, Australian practicality, sustainable manufacturing, and social good. They had an existing logo and loose brand identity, which I worked to refine and expand into a comprehensive brand system (which is still sympathetic to their existing materials) that could apply across the new website and all future branded collateral.

Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek

Dresden's goal is to flip the eyewear industry on its head, so while it was important the brand remained connected to the fashion aesthetic, we wanted to move away from the clinical look associated with most eyewear retailers. We created a flexible pallet of brand colour combinations and a quirky typeface pairing, which combine to create Dresden's playful yet practical personality.

Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek

Glasses for the masses

Dresden aims to provide accessible eyewear to anyone, anywhere, so we had to make sure the website works for that wide range of customers. We took special care to ensure the navigation was clear and direct on any size device, while reenforcing Dresden's signature brand look and comfortable customer experience.

Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek
Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek

Art direction & imagery

I helped Dresden with art direction to define their ideal styles of product photography, lifestyle images, customer stories, and manufacturing documentation. With a combination of clear products shots and quirky customer images, Dresden't visual language remains fashionable, yet fun and approachable for a wide demographic of global customers.

Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek

Configuration & virtual try on

Some of the more innovative customer experiences included a custom-made product configurator, streamlined prescription entry and lens selection process, and a virtual try-on. We aimed to push the limits of existing technology to create the easiest online glasses ordering experience available, all while working seamlessly on any device from desktop to mobile.

Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek
Matt Martell – Dresden Head of Ecommerce

Benek understood what makes Dresden special and has translated that into a beautiful user experience. I would strongly and highly recommend Benek and will use him in the future again and again.

Matt Martell – Dresden Head of Ecommerce

Shopping made delightful

Shopping carts, checkout pages, account management, and post-purchase communication all got the same level of custom design and user experience consideration as the sexier screens, resulting in a delightful ecommerce journey all the way from first look to receiving your order. 

In a short period of time this newly-designed shopping experience has seen Dresden's online sales conversion rate double.

Dresden – Innovative shopping experience & playful branding for disruptive eyewear maker // Benek

It was an absolute pleasure working with the Dresden team, and playing a part in their ambitious global plans. Keep your eyes on them. They're destined for great things.

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