In early 2021, we were asked to create a new website for Burnley-based eyewear specialists, Brown Opticians. Effectively a redesign of what was previously there, the purpose of the rebuild was to both include greater functionality in the back-end, and more closely incorporate the youthful style found in their physical locations. With the help of Kieran & Tom, we designed a completely new front-end, built in a modular fashion for extra flexibility.
A style that acts as an extension of the physical stores
Like many independent, high-street based opticians, Brown Opticians are fighting a constant fight against commoditisation. In an age of convenience where the consumer's best choice is considered to be their easiest, Brown Opticians instead look to put their expertise and passion first. A typical glasses purchase will last 3-5 years so the customer should never be led to compromise on their choice.
These qualities would form the focus of our brand and website project: starting with a strategic brand overview, tone of voice development and guidelines, brand language (mission, vision, purpose); moving into an aesthetic style that acts as an extension of the physical store design; rounding off as a website that can be constructed in a modular manner to enable growth, without losing the rhythm and flow of a great user-experience.
The aesthetic of Brown Opticians' previous website did not translate the style found in their physical stores. Their stores presented the brand as youthful and vibrant, whilst their online presence was outdated. It was important for us to make the brand consistent across all platforms, and bring through the vibrancy found in-store.
Functionally, the new website needed to provide a level of flexibility that was missing previously. In an aesthetic marketplace, trends can change in the blink of an eye, so building the site in a modular way gave Brown Opticians the ability to update products and even construct new pages whenever desired.