Spectacle Society is a woman-owned business that sells independent eyewear in Detroit, Michigan. The collection of unique eyewear is curated by founder Tina Arroyo, ABOC. Spectacle Society emphasises quality, personal style, and old-fashioned customer service.
The core brand pillars defines Spectacle Society as being: - Your artistic, loyal friend - Sartorially expressive for all identities - Intelligent, but down to earth
Other rules for the brand state that Spectacle Society must: - Be expressive, but in an inclusive manner - Be sophisticated, but fun and approachable - Educate the consumer about the quality and expertise of offers - Use the design system to create consistency without redundancy - Be client-focused; it must celebrate the unique needs of the wearer - Not be logo-focused; illustrations, limited color, and strong tone of voice are a significant part of the brand storytelling
The design system uses a library of different illustrated components: head shapes, mouths, hairstyles, and of course, eyewear. By creating randomized combinations from these assets, a community of unique people who wear glasses emerges. This reflects Spectacle Society’s conviction to celebrate everyone’s uniqueness with eyewear, showcasing a diverse community of eyewear users. These illustrations are a primary element of the brand’s story-telling, and subverts the common tropes in the eyewear industry that rely heavily on generic fashion photography.
Spectacle Society’s core messaging is a flexible system that uses multiple phrases that sound as though the brand is encouraging and empowering their customer. The message plays on the words “spec” to reference Spectacle Society. Other messaging references inclusion and a sense of belonging to the Spectacle Society community.
The unique color palette is not only unexpected and memorable, but references diversity in a critical and playful way. Rather than relying simply on skin tones that range from white to black, the use of the color blue ensures that the strategy pushes past stereotypical references to race and ethnicity (much like the multicolored characters in the tv series Doug from the 1990s).
The client is thrilled with the unexpected, inclusive nature of the brand identity.