Stepper Eyewear reveals brand refocus

Stepper Eyewear has launched a brand refocus along with a new logo.

The new look for the brand was unveiled at Mido.

Peter Reeve, managing director of Stepper UK Limited, explained: “The first frames, designed in 1970 by Hans Stepper, were manufactured in a new material and process to provide an exceptional standard of fit. This motivation remains true today.”

The aim, Reeve said, is to convey to the wearer the benefits of Stepper frames at every touch point.

The brand refocus sees the introduction of a fresh look with a simple logo, designed to be “professional, contemporary, aspirational, clinical and distinct,” as well as presenting the brand as achievable and inclusive.

A new strapline, ‘The Perfect Fit,’ accompanies the refresh.

“Good fit empowers the eye care professional to deliver the best possible vision outcome for their patients and is paramount to the brand,” Reeve said. “Reinforcing the importance of fit via frame selection assisted by expert advice is our core message, as Stepper Eyewear is a medical device to hold lenses correctly before the eyes.”

Consumers understand and value ‘fit’ brings in areas such as jeans and shoes, the brand suggests.

“Fit is Stepper Eyewear’s strongest brand asset and, with the skills of an eye care professional, can deliver the highest levels of wearer satisfaction,” Reeve concluded.