A is where we begin. Then we flip it through 90 degrees. Thus a simple letter is transformed into an eye, viewed from the side. Our brand icon for Parim is straightforward and crystal clear. Ninety degrees is no about-face, it signals more a shift in direction – away from old traditions, towards something new. The icon also resembles an arrow, a signpost directing us towards the future and a whole new attitude to life. Scalability was a particular challenge in this design. The branding had to be just as recognisable and expressive on the slim arm of a spectacles frame, as it is in large format above a sales display or as a shop window element. The result is an integrated word and image brand that incorporates the brand’s visionary character into the brand name through sophisticated typography. In this way, the logo – either the full name or abbreviated to an icon – can be used on spectacle cases and accessories, bags, business cards, microfibre cloths and so much more.
Looking to the Future
Parim Eyewear
Parim is a Hong Kong-based eyewear and contact lenses manufacturer. As a light fashion brand, Parim targets urban upstarts – young, cosmopolitan Chinese, who live and breathe cultural diversity with the healthy self-confidence of a new, up-and-coming generation. They crave brands that express their individual style and personality. Hip and fashionable, yet still authentic. Simple and sleek, but never boring. We have translated these desires into a visual brand identity and modular store concept for Parim.
Me, myself and eye
Trying on eyewear is like trying on a new story
A new pair of spectacles is a new story. It begins when you walk about the shop and assess all the different models, before trying some on. You reach for different frames, taking off your existing – or can we already say old? – pair. A cautious glance in the mirror: Is this the way I now wish to appear? Buying spectacles is a search for change. They are part of our face and our identity, which expresses a whole new side with each new pair. Our interior design provides the perfect backdrop for Parim customers to make this decision. Clear lines meet playful diagonals, because just like with a good pair of spectacles, it is the fine details that transform a familiar shape into something truly unique.
A new pair of spectacles is a new story. It begins when you walk about the shop and assess all the different models, before trying some on.
As far as the eye can see
The freestanding product displays of differing heights contrast with the illuminated presentation elements on the wall, bringing a scenic quality to the space through their offset heights. Wooden surfaces blend into the white colour accent of the store in gentle gradients, further underscoring the vertical effect. Perfectly illuminated product supports stage the frames and allow the nuanced diversity of the product palette to shine. Not either/or, but a whole spectrum is Parim’s brand message to the younger generation.
The display cases, which were specially designed for Parim, are modular and scalable. They can be combined in a variety of ways, while other colour and material combinations are also possible. This makes it easy to implement shops in different locations with a consistent spatial identity, which, thanks to the variability of the interior, remains considerate of the respective local context. We take the Parim concept a step further, understanding the store as a sales and a brand space in one, which means: a space in which to experience the search for individuality as a life attitude and where new stories begin.
Facts & Figures
- Gunter Fleitz
- Hansen Hermawan
- Peter Ippolito
- Axel Knapp
- Jose Miso
- Markus Schmidt
- Sasha Zhang
- Dirk Zschunke
