Creed and Foil create new look for opticians

Leicester groups Creed Design Associates and Foil have, respectively, developed a new retail format and identity for local opticians chain Henry Smith & Hamylton.

Leicester groups Creed Design Associates and Foil have, respectively, developed a new retail format and identity for local opticians chain Henry Smith & Hamylton.

The new look has been introduced to the Horsefair Street branch of the nine-strong chain, with three further branches scheduled to be refitted this year. Contemporary colours and shapes and natural wood finishes have been introduced to the chain, as part of a bid to provide a minimal and calm, yet confident environment.

The consultancies were appointed to communicate a shift in emphasis to designer glasses, without alienating existing customers, says Creed design director Andrew French.

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