SPRING 2014 BRAND IMAGERY
Concept Direction: Dino Manuel
Art Direction: Dino Manuel
Product Selection and Styling: JP Collett
Photography: Dominic Cooley
The SALT. marketing director JP Collett was keen on setting a new photo direction for the brand. Coincidentally JP is a genuine lifestyle connoisseur, finding solace in 6am surfing and occasionally ripping around on a skateboard. We connect on that level but also in our shared appreciation for beautiful imagery. We decided on a direct approach to avoid distracting consumers from the timelessness of the brand. We worked closely with JP and the marketing team to re-introduce products to consumers while highlighting specific details on key pieces of eyewear. Our goal was to visually tell a high-end, glamorous look and feel story. The tone we aimed to set was dramatic and sophisticated, focusing on classic aesthetics. We framed products as “heroic” by teasing features that emphasized immaculate craftsmanship and the premium materials that make each pair of glasses unique: handmade Italian acetate, Japanese craftsmanship and lens technology by Carl Zeiss Vision.