Founded in 2019, BLUEMO visioned to be the top fashion and professional eyewear brand in China. ICD undertook the branding for BLUEMO and translated the brand identity into store design and all the visual presentations with a spiritual slogan “I wear, I care”.The first practice of the brand’s standard image is BLUEMO 001, the highest eyewear store in Hangzhou, China. It also acts as the showroom of the brand and a coffee break place for the white-collars nearby. The space communicates the statement we’ve created for the brand in the following genres：Eyewear is Necessity; Eyewear is Accessory; Eyewear has its Shelf Life.
ICD created strong brand identity that increases the repurchase rate and make BLUEMO a lifestyle eyewear brand.