Paprika is a children's eyewear brand known for its approach that combines creativity, comfort, and boldness. In a market where children's glasses often lack distinctive style, Paprika offers frames with original shapes and bright colors designed to reflect the dynamic personalities of the young. To maintain its positioning in a competitive market, Paprika undertook a complete rebranding to modernize its visual identity and strengthen its differentiation. The goal of this project was to give the brand a look and communication style that aligns with its vibrant essence while preserving its core values of quality and comfort.
Role
Art Director, Graphic Designer
Services
Branding, Art Direction, Graphic Design
Industry
Eyewear
Team
Challenges
One of the main challenges was to redefine a coherent visual identity that reflects both the boldness of the frames and the qualities of comfort, durability, and flexibility. The goal was to communicate this blend of fun and functionality to appeal to both parents and children.
Another key aspect was the choice of colors and shapes: creating a universe that is both attractive and harmonious, while staying true to the playful energy of childhood. The color palette needed to capture the duality between childlike softness and the "spicy" character conveyed by the brand name and tagline, “The glasses are not lacking in spice.”
Content
My approach
Creating a Playful and Expressive Universe
The approach centers on a vibrant and expressive visual design, where each frame embodies the child's personality. The logo, featuring round and modular glasses, symbolizes creativity and flexibility. The use of simple and playful shapes, reminiscent of children's games, fosters a sense of familiarity while highlighting the uniqueness of the frames.
Vivid Color Palette
The color palette is essential to Paprika's new identity. Bright colors like orange, turquoise, and violet reflect the energy and joy of childhood. These vivid hues not only capture attention but also create an atmosphere of lightness, inspiring children's imaginations. When combined with simple shapes, they balance the playful aspect with the durability and quality of the products.
Symbols of Personality
Each frame is designed as a symbol of personality. Through their colors and shapes, they embody distinct traits: some are bold, others gentle or casual. This diversity allows each child to choose glasses that resonate with them and reflect their unique personality.
Paprika goes beyond offering functional eyewear; it provides tools for personal expression, enabling children to assert themselves in a creative and joyful manner.
Modularity and Flexibility
Modularity is another key element of this redesign. The shapes and colors of the frames are designed to be combinable, providing creative flexibility. This concept enhances the playful dimension and gives the glasses a customizable feel, fostering a sense of belonging and pride.
Content
Conclusion
The redesign of Paprika's visual identity successfully captures the brand's essence: a harmonious fusion of boldness, creativity, and comfort. The new design is not only aesthetically pleasing; it is also functional, playful, and relevant to the target audience.
With unique shapes, vibrant colors, and modular frames, Paprika's glasses stand out as distinctive accessories that reflect the personalities of young wearers. This project illustrates how design can transform everyday objects into mediums of personal expression and joy while meeting the practical and aesthetic demands of the market.
This revitalized identity positions Paprika as a fun, creative, and trustworthy brand, perfectly aligned with the expectations of both parents and children within a dynamic and engaging visual universe.
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