YEAR & TIMELINE
2021 | 5 weeks
Illustrator | Photoshop | After Effects
Lookie is a fictional glasses store in Seattle dedicated to young humans.
It can be daunting for children to get their first pair of glasses so it’s necessary to reduce their anxiety around this new experience.
Lookie makes a visit to the glasses store a treat rather than a chore. The design focuses on adapting elements that are necessary for the store like mirrors and displays but turning them into playful points of engagement. A range of anthropomorphic characters represents the idea that there is a pair of glasses for every individual.
Children who need glasses usually become vision impaired between ages 6 and 12 but many kids are diagnosed with vision issues earlier. Lookie serves kids ages 2-12 years old with a special focus on ages 2-6 who are often overlooked.
When designing a store to help kids feel comfortable and excited about this new change in their lives, I began researching their pain points. Social stigma is a real concern for kids with glasses sometimes resulting in name calling and bullying. For children who are getting their first pair of glasses, there can be discomfort and disorientation as they adjust to the new lenses. If there are negative associations with the optometrist, that can extend to the experience of wearing glasses. I looked into how kids cope with stress and anxiety discovering that play helps kids regulate the stress responses by lowering the level of cortisol in the body. Interactive engagement with real world objects lets kids feel more present and focused. Most importantly, reinforcing positive feelings from the beginning can normalize the experience.
The logo uses a bold geometric sans serif, Ariana Pro, that matches the shapes used throughout the brand. The “k” has a little kick that gives it an animated quality and the dots in the “o”’s hint at a pair of glasses.
Lookie’s brand focuses on creating a fun first experience with glasses that leads to lasting customers who are eager to return. With an array of characters of all shapes and sizes, Lookie expresses that they have a pair of glasses for every unique child. The shapes used in the characters become graphic elements seen throughout the whole brand. Hand drawn patterns, handmade ceramics, and a painted mural contrast with the crisp shapes add a humanist touch.
The window display has whimsical creatures that invite passersby inside. The glasses are showcased on anthropomorphic ceramic faces and their bodies are vinyl on the windows. The design speaks to kids but does not condescend to them.
Young kids are learning their shapes and colors so Lookie uses a geometric, vibrant, and accessible visual vocabulary. Pops of color and stripes take a simple functional form and give it life. Patterns and shapes are repeated throughout the store identity. Like the glasses displays, the cabinets are at multiple levels to be accessible to different heights to be accessible to a range of ages.
RED REVEAL MURAL
Throughout the magazine I use body type as image. Emotional Sustainability discusses how items that we cherish stay in our lives longer and therefore have less environmental impact. I wanted to focus on the importance of these coveted daily wares by creating vessel forms with the type.
The mirrors are made of laser-cut Plexiglass and custom-cut mirrors. The whimsical characters inspire kids to try on glasses in the mirrors that are at different heights to accommodate all ages.
Lookie branded swag extends the eye-catching imagery onto glasses cases and shopping bags. Instead of being uncomfortable about getting new glasses, kids can carry these items as a badge of honor.
Building out the rest of the retail experience would be a priority. There are two other walls for displays and a desk area. I will also add a sticker sheet as part of the swag.