DIFF Eyewear, a successful and widely popular eyewear brand based in Los Angeles sought to diversify their product offering and appeal to a new, exciting market. Through the mechanism of influencer marketing and celebrity partnerships, the team developed the concept for a secondary eyewear brand, Dime Optics, which was meant to serve as a more edgy, radical version of their existing flagship offering. A comprehensive brand language was developed, keeping “on product” branding as the prime focus. This moved into working with their manufacturing team to develop a strong visual identity for the glasses themselves. Additionally, art direction was given to ensure a consistent “look” across collaborations and unify the brand as a single offering.