This concept brand's target demographics are those looking for prescription eyewear alternatives similar to Warby Parker and Zenni Optical.

The logo, type, and color choices are intended to feel boutique in style and approach while the identity implementation and copy carry a more relaxed and slightly quirky tone.

The logo mark is a merge of an eye and a vista view combined with balance and simplicity. The negative space in the pupil works as both its reflection and a moon on the horizon.