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1. WARBY
PARKER
CASE STUDY

2. WARBY PARKER
2014

3. 2011
INITIAL WEBSITE

4. MISSION STATEMENT
2014

5. #1 THEIR REASON FOR BEING
"We're trying to
solve the issue
of glasses being
too expensive."

6. #1 THEIR REASON FOR BEING
THE HERO'S JOURNEY
Hero: a person who can't do anything without glasses
and is kicked in the stomach every time he tries to buy a
pair in a regular store.
Villain: the eyewear industry.
Fear: losing or breaking his unique pair, because without
insurance, he would remain short-sighted or have to buy
a cheap ugly pair.
Hope: being able to look good with glasses without
leaving the store with an empty wallet. (A world where
the dominating industry would be defeated.)

7. #1 THEIR REASON FOR BEING
"Glasses with a distinct
design, priced affordably
($95), and with a great
website and showroom
experience."

8. #2 THEIR BRAND UNIQUENESS
COLLEGIATE
VS.
PREPPY

9. COLLEGIATE CURIOUS
KNOWLEDGEABLE
WORLDY
SOPHISTICATED
FUNNY
LITTERARY
WILD
VINTAGE

10. COLLEGIATE CURIOUS
KNOWLEDGEABLE
WORLDY
SOPHISTICATED
FUNNY
LITTERARY
WILD
VINTAGE
A CURIOUS BRAND THAT'S ALL ABOUT LEARNING

11. #3 THE CHOICE OF THE NAME
BRAINSTORMING
"Writers who go against
the grain."
The Beat Generation

12. #3 THE CHOICE OF THE NAME
TEST W/ 200 FRIENDS
"Gut Reaction: Positive,
Neutral, Negative?"
"Spontaneous
associations with the
name?"
Overwhelmingly positive
No association / I've heard it somewhere…

13. #4 THE MISSION
the 4th photo of the carrousel

14. #4 THE MISSION

15. #5 MVP
product website PR firm

16. #6 THE STORIES

17. #6 THE STORIES

18. #WPClassTrip
#6 THE STORIES

19. FOCUS
is it authentic?
does it tell a compelling story?
does it do good in the world?
is it unexpected?
- Would people tell their
friends at dinner? -
#6 THE STORIES

20. DO YOU THINK
IT WAS OBVIOUS?

22. a unique personality
a clear sense of purpose
their own world
credible story
create a desire
GREAT BRAND STORYTELLERS

23. BE AUTHENTIC
FOCUS ON YOUR AUDIENCE
TELL A STORY FROM YOUR FACTS