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DbyDWe Do More With Less

Insight

When we buy more and use less, we clutter our closets, landscapes and minds.

DbyD glasses are a durable alternative in the eyewear industry, and provide an invitation to a progressive outlook that consumes fewer but finer.

A pair of brown eyeglasses with large square frames rests on a textured beige surface, casting a distinct shadow and a small branch-shaped shadow nearby.
A pair of brown eyeglasses sits on a light beige surface, casting a distinct shadow. Sunlight streams in, creating soft, geometric patterns across the background.

Idea

Prioritising the pre-requisites to create space for the meaningful.

We Do More With Less is DbyD’s ruling principle, driving all initiatives from the development of collections to all its communications. This philosophy is reflected in the minimalism of its frames, the simplicity of visuals and in the lightness of its font, purposely designed to use less ink.

AKQA supported GrandVision in a two year long project, creating a fresh platform, experience principles and communications. All DbyD collections are imagined around the same concept of simplicity, focusing only on the essential: from the core timeless spectacles to the bio-acetate range inspired by nature.

A pair of black-rimmed eyeglasses is centered on a light beige surface with soft shadows crossing diagonally in the background.
Three people model stylish eyeglasses in separate portrait photos. The left and right images feature DBYD branding and the phrase we do ⤴ with ⤴. The center image says DbyD bio acetate nature impact.
A flat lay of design guideline slides featuring typography, color palettes, logo usage, and branding elements in neutral tones of beige, black, and white.
A woman wearing brown glasses and a beige collared shirt looks confidently at the camera, with her dark hair pulled back and a subtle smile on her face, against a softly lit neutral background.

To leverage the collections, all expressions echo the same viewpoint. An integrated and coherent identity covers all touchpoints to convey the same values, from an energy-saving dark-mode website to an in-store takeover using only recycled materials.

A series of four social media-style cards feature eco-friendly themes: a smiling man in glasses, the words Recyclable vertically, glasses casting a shadow, and the partial phrase More durable on green backgrounds.
A street advertisement displays eco-friendly glasses, text stating, Our frames come from nature – and one day they’ll go back, and an illustration of glasses casting a shadow. Branding reads “DBYD bio acetate.”.
Three pairs of eyeglasses are displayed on terrazzo-patterned and wooden trays of varying sizes, arranged on a light gray background.
A rectangular cork eyeglasses case with the lid removed, revealing a pair of round, tortoiseshell glasses inside. The case and lid both have a speckled cork texture, displayed on a white background.
Two people wearing sunglasses smile and pose together against a sunlit beige wall with leafy shadows. One stands behind and hugs the other from behind, both looking happy and relaxed.

The We Do More With Less philosophy is best seen in the DbyD recycled range made of reclaimed ocean-bound plastic. To support the collection, visuals and language celebrate the beauty of using the old to breathe life into the new, all with simplicity and minimalism.

A minimalist image shows the text We took a bit of next to colorful plastic pellets, and these beside a used plastic bottle with straws, to create leading to a pair of dark sunglasses.
A pair of sunglasses balances on a stack of bottle caps, straws, and small objects, all precariously perched on the top of a blue glass bottle against a plain, light background.

Impact

Less waste, more glasses.

DbyD unveiled the new identity worldwide, supporting local markets with adapted strategies and guidelines. Thanks to GrandVision’s presence in more than 40 countries and 7200 stores, We Do More With Less is an endeavour that seeks to minimise impact at scale and will be supported with more initiatives through time.

dbyd-eyewear.com ↘

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