The Client
Nightshades is an independent London-based online sunglasses brand debuting its first collection in the summer of 2023. ‘Sunglasses Made for Moonlight’ is a play on sunglasses being a huge part of UK nightlife culture, providing sunglasses to suit every type of raver. A hand-picked selection of 10 styles each in 3 colourways, with every style named after a star.
Project Services
Brand identity
Branded content
Product design
Campaign ideation and content strategy
Social media content
Photography
Graphics/motion graphics
Press coverage
UX/UI design
Website/e-commerce build and maintenance
The Brief
We worked closely with Nightshades to provide a 360 service, building the foundations of their story and brand identity from beginning to end, creating the brands’ DNA. We spent 6 weeks pre-release working on everything from naming the brand, naming the styles, creating a slogan, creating all design assets, producing content for their social media launch campaign, and content for their website. We then spent a further 3 months post-release to continue the social media rollout and produce more content for all platforms.
We created the brand name "Nightshades" in response to the lifestyle the brand wanted to emulate, wearing sunglasses at night. From this, we came up with the slogan ‘Sunglasses made for moonlight’ which led us to name each sunglasses style after a star. We kept the colour palette monochrome to reflect the nighttime mood. It made sense to use a Y2K typography as their sunglasses styles are 2000s-inspired.
We chose a matt black slide-out box, inside we included a black pouch, microfibre cleaning cloth, and care card that we designed and printed. We branded the box with a glow-in-the-dark logo where the text appears white in daylight.
We strategised a social media campaign ‘#30SHADES30DAYS’ for their debut release. As they had 10 styles in 3 colourways each it meant 30 different pairs of sunglasses so we released 1 pair every day of the month making 30 shades in 30 days. In terms of content, for Instagram we created negatives of the e-com images we shot and also created some short form UGC with some influencers to release alongside.
Post campaign we continued to produce UGC as well as product reels to continue engagement on social media.
To increase engagement we achieved some press coverage by loaning samples of the collection to Stylists and Photographers for magazines, music videos and high profile events.
The website aimed to portray the brand, showcase the sunglasses and continue the mood and feel throughout. For the build and design, we kept it simple and created an easy and concise e-commerce experience for the user. We created all the content for the site including product shots, photography, videos, and graphics/motion graphics to set the tone.
