Youthful in design, this collection offers more than 40 optical and 20 sunwear designs – featuring outstanding color with an attitude. Colors of red and black, purple and pink, black and white and brown and green, just to note a few. The unique frame characteristics include combinations of metals and plastic to create the interest.
“The world is changing. And with it so are the people. Life is changing. As is peoples’ attitude to lots of things. Humphrey’s has changed. For precisely that reason.” that was how Audrey Pavia, VP of Marketing explained the re-launch of Humphrey‘s eyewear. A complete revamp, from brand language through to visual imagery.
The new slogan “positively different“ and the ‘V’ sign, the symbol of victory, represent the optimism of the “Humphrey‘s generation”. Young people aren’t fazed by anything. They do their own thing, live their lives and make decisions with complete self-confidence. They don’t need any role models; they themselves are the stars of their own lives.
And that‘s not mere conjecture. These findings are based on an extensive market research study, used to identify Humphrey‘s target group. What are their needs, and what do they willingly go without? The answers can be found in the new campaign and the new models.
Plain and simple, from the cat eye to virtually square or oval and retro. A self-confident geek-chic design utilizing the two-tone trend. Temple designs from python and zebra stripes to striking stripes and checks. And then attractive bright colors as far as the eye can see.
Humphrey’s POP materials include posters and image cubes for both optical and sunwear. The center piece of the collection is a postcard curtain – a curtain created of slots that hold postcards of “Positively Different” images. Each frame is accompanied by an attractive hard case.