Lumen Optical was a boutique brick-and-mortar concept launched by 1-800 Contacts to modernize the traditional optical retail experience. Designed as an approachable alternative to clinical eye doctor offices, the store featured a signature “Frames Bar” with dedicated style consultants. Under the creative direction of Matt Scherer, I developed the complete brand system, spanning the logo, typography, color palette, patterns, and retail packaging guides.

The final logo draws inspiration from the geometric lettering on eye exam charts and pairs with dynamic graphic circles to mimic viewing the world through different lenses. To emphasize the brand's thoughtful personality, I commissioned original watercolor portraits from Florian Nicolle and textured patterns from Yao Cheng. The identity was ultimately brought to life in Chicago-area store environments designed by Anthony Hadden.

Client
1-800-Contacts
2015