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So Shady
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Attitude included eyewear
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Attitude included eyewear
So Shady is more than a trend-setting eyewear brand, it’s an attitude. Their sunglasses are designed to empower the wearer to release their inner alter ego, unleash the full force of their confidence and turn heads everywhere they go.
We designed a bold 360° branding strategy for the visionary new eyewear label— A unique and compelling identity inspired by fearless energy and utter sophistication.
So Shady is more than a trend-setting eyewear brand, it’s an attitude. Their sunglasses are designed to empower the wearer to release their inner alter ego, unleash the full force of their confidence and turn heads everywhere they go.
We designed a bold 360° branding strategy for the visionary new eyewear label— A unique and compelling identity inspired by fearless energy and utter sophistication.
Aesthetic meets function — A unique approach to packaging and retail display
The So Shady logo is inspired by the reflection of the sunglass lenses combined with architectural lines. Duality is portrayed through high contrast shapes that create a balance between alter egos. The full stop is used to reflect the bold, strong character of the brand. It acts as a break, to emphasise ‘Shady’ or various adjectives used for marketing purposes.
The deconstructed version highlights the notion of transformation and permutation. The sunglasses act as a shield, an empowering accessory that transforms the attitude and the perception of the world. The So Shady tone of voice is provocative, bold, unapologetic, punchy and to the point. It has a sharp, and sometimes cutting, sense of humour. The tone of voice conveys a very sassy attitude, but it establishes a clear line between a confident appreciation of self-worth and not taking itself too seriously. So Shady is about empowering not alienating.
A visual exploration of deconstructed architectural lines for the acclaimed department store, Harvey Nichols Knightsbridge. Birthed in 'deconstructivist' architecture and modernism, the display units feature altered and unpredictable geometric forms. The notion of transformation is explored in great detail while the product placement is carefully planned. A fragmented building where alter ego personas evolve and function follow form.
© Our Social Creative
Lens (editorial) — Charles Marais
Talent (editorial) — Tamara Kalinic
Founder — Our Social Collective Limited
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