EGG Optical Boutique

Creating a one-of-a-kind optical retail concept and shopping experience.

EGG Optical Boutique

“Creating a one-of-a-kind optical retail concept and shopping experience.”

EGG Optical Boutique

WHAT WE DID

Brand Strategy & Direction
Brand Story Creation
Identity Design
Application & Packaging Design
Brand Book
Advertising & Promotion
Shopping Experience Creation
Retail Design & System Guideline
Project Management & Contracting

WHAT
WE DID

Brand Strategy
Brand DNA & Story Creation
Identity Design
Visual Identity Design Packaging Design
Brand Book
Advertising & Promotion
Shopping Experience Creation
Retail Design & Contracting
Project Management

Brand Identity Design & Story Creation

totalgroups branding hk egg logo

BE A SMART EGG

TOTAL was tasked with creating a sub-brand for Hong Kong’s well-known ‘Optical 88’ optical brand. Although Optical 88 had a strong market share they were aiming to build on this and attract a younger more fashion-savvy audience.



The overall business strategy was for the new sub-brand to leverage the brand equity of Optical 88 in order to develop consumer confidence, allowing the brand to diversify and become more sustainable for the long-term.



We explored this younger target market and developed the sub-brand around the concept of an ‘egg’ being a new beginning and the birth of new life. From incubation, to hatching, to breaking out to the new world, it represents the birth of new life, a new movement and a new era of energy and vitality.



The strategy led to a unique and ownable identity system and retail design principles that were rolled out in more than 80 stores across Asia including Hong Kong, Mainland China, Malaysia and Thailand.

Brand Strategy & Brand Book Creation

totalgroups branding hk egg brandbook applications

Shopping Experience Creation

totalgroups branding hk egg illustration

COMPREHENSIVE SHOPPING EXPERIENCE

An innovative sales model complemented by an easy-to-navigate store layout and merchandising created a whole new level of shopping experience within the sector.

totalgroups branding hk egg illustration
totalgroups branding hk egg illustration
totalgroups branding hk egg illustration

Visual Identity & Application Design

totalgroups branding hk egg brandbook applications
totalgroups branding hk egg brandbook applications
totalgroups branding hk egg brandbook applications
totalgroups branding hk egg brandbook applications packaging
totalgroups branding hk egg brandbook applications packaging

Retail Design, Visual Design & Contracting

totalgroups branding hk egg brandbook applications retail
totalgroups branding hk egg brandbook applications retail
totalgroups branding hk egg brandbook applications retail
totalgroups branding hk egg brandbook applications retail