Brand Tone

sophisticated, minimalist, authoritative, quietly confident, precise, informative, timeless, elegant, intellectual

Brand Values

• •Quality and Craftsmanship
• •Timeless Design
• •Innovation
• •Understated Elegance
• •Intellectual Depth

Best Practices

• •Maintain a Sophisticated Vocabulary
• •Focus on Storytelling
• •Emphasize 'Made in Japan'
• •Adopt a 'Less is More' Approach
• •Educate the Consumer

Social Perception

premium, niche brand for connoisseurs of fine eyewear; authentic and prestigious due to Japanese manufacturing; exclusive and for a discerning, knowledgeable clientele

Copy Examples

• •Introducing the 'Artisan' collection. Where minimalist design meets the pinnacle of Japanese craftsmanship. Each frame is a testament to the timeless pursuit of form and function. Discover the art of seeing differently.
• •Engineered from a single block of β-titanium, our frames offer an unparalleled balance of strength and weightlessness. Feel the difference of true craftsmanship, designed to become a seamless part of your daily life.
• •We believe that true style is not about being noticed, but about being remembered. Our 'Neo Mode to Neo Classic' philosophy guides every design, creating eyewear that is both of the moment and for the ages.
• •For those who look beyond the label. Our eyewear is a quiet statement of quality and a tribute to the artisans who craft each piece by hand. This is not just a frame; it is a piece of tradition, reimagined.
• •Protect your vision without compromising on style. Our lenses feature advanced blue-light filtering technology, housed in frames of exceptional elegance. For the modern professional who demands both performance and sophistication.