Brand Identity And Experience Design For Six Six Eyewear
Why is there a fur-upholstered mega-screen in an optometrist?
A Friend of Mine developed the full brand experience for Six Six, a Melbourne-based multi-brand eyewear retailer and optometrist. The identity draws on the idea of a 'brand temple,' combining architectural motifs, warm color palettes, and theatrical storytelling across film, photography, and in-store environments to create an elevated, destination-like retail experience.
Insights
- Creator focus: Six Six’s identity is driven by typography, color, and a bold “temple” brandmark—pairing a contemporary abstracted temple marque with a “timeless” logotype detailed to feel like it was “carved from stone.”
- The marque’s geometry is concept-loaded: four circles with radial inset rings reference the tops of Ionic columns, framing “vision held within the temple’s bounds”—turning an architectural motif into a literal idea about sight.
- Color was co-developed with interior architects Kennedy Nolan: the core warm yellow was chosen to complement skin tones and cast shoppers in a flattering glow while trying on frames, aligning brand palette with the monochrome interior and the product trial moment.
- Campaign art direction uses theatre and provocation: character-driven film vignettes with unexpected, humorous beats; the temple marque is boldly overprinted across models’ faces to obscure their eyes, positioning the brand “as the lens through which identity is seen,” with custom soundtracks and subtitles built to “stop a scroll.”
- The experience extends in-store via motion and environment: films play on an oversized screen upholstered in fluffy white fur (a sculptural object as much as display), with short animated idents weaving the temple marque, typography, and logomark into playful mini ad breaks—making the brand “ever-changing and impossible to ignore.”
