Zenni Optical

Helping Zenni Optical Reframe the Eyewear Experience

Challenge

After direct-to-consumer disruptor Zenni Optical was founded in 2003, it quickly gained visibility when it reimagined the eyewear space and transformed the customer experience with quality glasses at low prices. But with competitors ramping up, it needed to quickly strengthen its brand strategy. Zenni approached Material for help translating its low price point into empowering messages of self-expression while energizing its identity as a populist brand.

Approach

Set strategic direction and brand positioning driven by qualitative research and segmentation-based customer personas.
Developed a distinct brand voice to connect with target personas while setting it apart from competitors in the market.
Revived Zenni’s brand identity with a new statement, Eyewear for Every You, and updated brand elements to be more inclusive, engaging, and fun.
Developed a series of collections, sub-brands, and seasonal color palettes to keep Zenni fresh and engaging all year.
Took a 360-degree view of the brand with an ecommerce refresh that encouraged customers to try on different glasses virtually.
Made sure that all CX, UX, and UI work centered on building a stronger relationship with new customers and long-time fans.
Maintained Zenni’s lighthearted brand voice when launching Blokz, the company’s cure for dry eye (which it playfully named Fry Eye).

Outcomes

Our segmentation work helped drive Zenni’s reinvigorated branding, which encouraged people to re-imagine prescription eyewear as everyday self-expression. The strategy worked: Zenni saw a double-digit YOY increase in sales with an increase in both average order value and number of units per customer.  A company built on a price tag now has a compelling story that celebrates individuality. We were thrilled to see Zenni really run with it, launching a groundbreaking partnership with the NBA’s Chicago Bulls.

Zenni has since partnered with the Red Sox, the San Francisco 49ers, and Major League Soccer’s Columbus Crew. No question about it, Zenni has game. While we can’t take credit for every bullseye shot, we can brag a little: our work was recognized with multiple Transform Awards including Best Rebrand of a Digital Property.