Since its establishment in 1995, ROC Eyewear has built a strong client base as an Australian fashion-forward and conscious eyewear brand. However, despite its success, ROC Eyewear has faced obstacles to further growth due to inconsistent communications and a lack of a clear brand strategy and identity.

To address these challenges and unlock the brand's full potential, ROC Eyewear came to me to develop a comprehensive brand strategy and identity that aligns with its fashion-forward and conscious positioning.

With the existing logo in place, I started by developing a design system that conveyed their narrative. I used ROC Eyewear's sun dial logo as a starting point and created a system centred around circles and lines.

The outcome was a smart, adaptable and versatile brand identity that reflected ROC Eyewear’s bold personality.