Kite is a game changing new optical experience that believes in doing things differently. Ditching the sterile for style the experience takes a much more fashion and lifestyle approach to retail. Embracing digital technology customers can take pictures of themselves and share on social media using the bespoke kiosks. With a strong family history in clinical eyecare, KITE is a new breed of high street opticians.

Fourmation were brought in at the very start of the project and to create the name and identity, as well as the store design. Inspired by lightness, strength and colour KITE as a brand name was the perfect choice. A simple brand marque was created supported by a unique typeface using the intersecting angles.

The store design has more in common with a fashion or technology store, fusing together both experiences in order to blur the lines between high street and online retail. Using the geometry present in the identity to create a simple perimeter display system, the central area has a communal table to try out the latest frames, create your look and talk with the in store style advisors.

Whilst working on the project Fourmation took a very hands on roll, introducing the client to an eyewear designer, so we were also fortunate enough to be involved in the development of the product.