The Gap in the Category
The Logomark
The logomark builds from the Ajna, duplicated until it forms a symmetrical circle. Sharp edges symbolize precision and accuracy, qualities eyecare depends on; curved arcs inside those edges soften the mark and evoke agility. The two shapes join at the centre to form an eye, literally laying the brand's essence into its own symbol.
Palette & Type
Four colours carry the whole identity: Woodsmoke, a near-black for authority and trust; Wheatfield, a warm cream that keeps the palette approachable rather than clinical; Clay Creek, an earthy olive that grounds the brand in something natural rather than sterile; and white, doing the structural work of clarity itself. Typography was stripped back to its essentials, legible first, with just enough character to carry the brand's warmth without competing with it.
03
Execution
The identity was built to travel across a real range of touchpoints, storefront signage, packaging, business cards, and the digital product itself. The same mark and palette that anchors a hanging shop sign also drives the website's hero section, "Clear vision starts with transparent eyecare," so the brand reads identically whether someone is walking past the store or landing on the homepage.
Reflections
The mark is where this project is strongest, an abstract idea like trust, translated into a shape with a real, arguable logic behind every line. That's the part of Eksana I'd point to first.
Where I'd take it further is proving that same clarity inside the product itself, not just around it. The brand promises transparency; the next step is showing that promise inside an actual flow, how pricing gets disclosed, how a customer moves from uncertainty to a confident decision. A strong identity earns attention. A flow built on the same principle is what would make someone trust it.