Spain’s leading optician, General Optica, has appointed Allen International to develop a visual identity for in-store communications in an effort to create consistency across its 112-strong network of outlets.
The majority of the group’s stores are in Spain, though it also has four branches in Portugal. In order to strengthen the brand, Allen International will be developing a house style and brand hierarchy. The consultancy will also redesign graphics, corporate literature and advertising.
“This project is vital to the General Optica brand, as it is going to drive all future brand communications… Allen International’s understanding of how brands work within their environment was an essential part of winning this job,” says General Optica category manager Marta Esteban.
Allen International creative director Aubrey Ghose adds: “This represents an exciting opportunity for us to expand our experience in eye care retailing which is becoming an increasingly competitive sector.
“It is a highly sophisticated market offering both a broad variety of accessories and an array of medical and prescriptive products. We’ll be working not only to invigorate the brand, but to more effectively communicate its offer to General Optica’s market.”