Tura eyewear wanted to update and refresh their image. Their new direction is feminine and modern with a nod to traditional style and Tura's history of fashion innovation.
5. TURA BRAND BOOK
Purpose
The goal of this new work is to reinvigorate the
Tura brand and provide a compelling story that differentiates
Tura from a sea of competitors, including:
•
Generic corporate brands
(Tres Jolie, Charmont)
•
Designer “borrowed” brands
(Vera Wang, Dana Buchman,
Adrienne Vittadini)
•
Well-known national eyewear brands
(Ray-Ban, Silhouette)
Re-establish Tura’s reputation for unique
and interesting styles, superior service
and training – while offering optical expertise
to the independent optical channel.
5
6. STRATEGY
P R I M A RY AU D I E N C E
Our primary audience is professional opticians
and ECPs (eye care professionals)
who dispense eyewear in the independent
optical channel.
•
Typically guide their customers to certain styles and
brands based on their experience
•
Are probably familiar with the
Tura brand, but may have a fixed notion that it
offers dated styles for older women
The Tura Brand Book
7. STRATEGY
SE C O N D A R Y A U D I E N C E
Our secondary audience is the end consumer,
who is a 45 year-old woman.
•
Has a feminine sensibility and wants
eyewear that offers a little extra sparkle or detail to
make her feel more beautiful
•
Looks for items that help her express her
own style – regardless of brand name
7
8. STRATEGY
BRAND DNA ®
Stylish/fashionable
relevant, on-trend, but not bleeding edge
Elegant
classic, timeless style with an American design sensibility
Pretty/feminine
beautiful, attractive, womanly
Well-made
superior quality, crafted using the finest materials
Smart
authentic, innovative, expert
Sassy
fun, expressive, bold
Distinctive
unique, exclusive, attention-getting
Detailed
artful use of color, embellishment, decoration, finishes
The Tura Brand Book
9. STRATEGY
P OS I T I O N I N G
Tura is the trusted eyewear brand
for fashion-conscious consumers. Tura’s expressive
designs combine superior craftsmanship and
unique design details with a 75-year
tradition of optical innovation.
•
Heritage of innovative products
(e.g. Tura Lotus hinge)
•
High quality, jewelry-like finishes
•
American design sensibility
•
Expert service, training and education
“another staff member in the optical shop”
•
Technical expertise in the eyewear category
•
After sale, service and support
(shipping, returns, re-orders)
“never say no” attitude
9
11. SOUL OF THE BRAND
T UR A S T Y L E
Tura adds the finishing touch
with eyewear that is beautiful, that accents your face,
complements your clothing and enhances your
individual style.
In designs that are expertly curated,
with impeccable craftsmanship, distinctive jewelry-like detailing,
graceful lines and unparalleled American style.
So when you put on your glasses, what the world sees is you.
Your personality. Your confidence. Your flair.
In eyewear that brings function and fashion together...beautifully.
And no one does it better than us.
After all, Tura invented fashion eyewear in 1938
and we’ve been making optical history ever since.
Because in this business, you have to be a bit of a visionary.
So we keep looking forward.
Our heritage makes us proud, but the future keeps us focused.
Tura. See what’s next.
11
15. Logo MONOGRAM
T H E T UR A L O G O
As a nod to Tura’s 75- year heritage,
we selected a Glyphic Typeface – based on letters
carved or chiselled in stone.
Beautiful, elegant.
15
16. HOUSE OF TURA, 1938
recognized as a
fashion leader by the
new York times
The Tura Brand Book
17. Logo MONOGRAM
LOGO EXTENSION
The House of Tura mark was derived
from House of Levoy, Monroe Levoy’s original optical shop
located on Madison Ave., where the first new trend fashion eyewear
was created. It transformed eyewear into a
fashion accessory and was the beginning of a 75-year heritage
of bringing function and fashion together.
17
19. Logo MONOGRAM
I N I T I A L I N S P I R AT I O N
Initial caps give the first impression.
They draw you in and lead your eyes onto a page,
just like a pair of reading glasses.
They inspired us to design our initial cap “T.”
19
21. Logo MONOGRAM
T H E MAKI NG O F A N “ EY E ” C O N
Once we designed the “T”
then we had to take it further.
We saw how beautiful
it is to look into someone’s eyes
and wanted to capture that beauty
in a monogram.
We call it the Rosette “eye” con.
21
23. Logo MONOGRAM
B R I N G I T T O G E T H ER
STACKED LIGATURE
There are two applications to the Tura logo.
Using the Rosette above Tura and on the left side of Tura
are the approved versions. The monogram can also
be used separately from the Tura logo.
Think of the monogram as an accent piece or finishing touch.
23
27. COLOR TYPOGRAPHY
T UR A W O M E N ’ S C O L ORS
TURQUOISE
AQUAMARINE
What we love about Tura is the beautiful
embellishments on the side of each pair of glasses.
We see it as more than just eyewear.
Tura is the finishing touch to an outfit, much like jewelry.
We sifted through a spectrum of jewel tones
and the hues that rose to the top were
turquoise and aquamarine.
27
29. COLOR TYPOGRAPHY
T UR A M E N ’ S C O L ORS
TURQUOISE
CARBON
We know that Tura Men’s will grow to mirror what
Tura Women’s has become. We see it as a husband
and wife brand. When we looked into a
Tura Men’s color palette, we thought of the gem
that a man gives his wife: a diamond.
But what is a diamond in its most pure form?
Carbon.
29
30. C o l o r P al e tt e
TURQUOISE
AQUAMARINE
CARBON
pearl
The Tura Brand Book
31. C o l o r F OR M U L A s
Color Pantone Process RGB HEX
turquoise 7458 U C63 M25 Y20 K0 R122 G163 B189 #7AA3BD
aquamarine 290 U C33 M7 Y3 K0 R179 G211 B237 #B3D3ED
CARBON Cool Gray 10 C52 M43 Y40 K6 R129 G130 B134 #818286
pearl PAPER C0 M0 Y0 K0 R255 G255 B255 #FFFFFF
There are two signature colors of Tura,
turquoise and aquamarine. A second tier of colors has been named for
instances where type is used and an accent is needed.
31
32. 20
100
GALAXIE
20
80
C O P ER N I C US W A S
20
70 DESIGNED WITH colleague
20
60 C h e s t e r J e nkin s . G alaxi e
20
50 Copernicus is an addition to his
G alaxi e family o f F O N T S . T h e fac e wa s
20
40
20
30 in s pi r e d by th e m e tal v e r s i o n s o f M o n o typ e
20
20 Plantin with its generous proportions, but is created FOR THe
20
10 2 1 st c e nt u ry typ o g r aph e r . I nclu d e s fi v e w e ights in ro man and italic .
The Tura Brand Book
33. COLOR TYPOGRAPHY
G A L A X I E C O P ER N I C US
Galaxie Copernicus / BOOK
abcdefghijklmnop qrstuvwxyz
ab cdefghijklm nop q r stuvwxyz
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Galaxie Copernicus / Italic
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33
34. 20
100
G otham
20
90
N arro w H A S A
20
80
L A R G E LOW E R C A S E
20
60
D I L AT E D F E AT U R E S W I T H
20
50 S U CC I N C T AS C E N D E R S D E S C E N D E R S.
IT HAS A GENEROUS FIT WHICH MAKES IT LEGIBLE
20
40
20
30 AT A L M O S T A N Y T E X T S I Z E , E V E N M O U S E T Y P E . A S I M P O R TA N T A S
20
I T I S TO M A I N TA I N L E G I B I L i T Y, G OT H A M N A R R OW TA K E S U P L E S S R O O M T H A N I T S B R OT H E R G OT H A M .
20
20
G OT H A M N A R R OW P R E S E RV E S T H E G OT H A M LO O K W H I L E B E I N G CO M PAC T W I T H O U T F E E L I N G S Q U E E Z E D.
10
The Tura Brand Book
35. COLOR TYPOGRAPHY
G O T H A M N A RRO W
Gotham Narrow / BLACK
abcdefghi j klmnopqrstuv w xyz
abcdefghijklmnopqrstuvwxyz
1234567890?{}!@#$%*
Gotham Narrow / MEDIUM
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890?{}!@#$%*
Gotham Narrow / BOOK
abcd e fg h i j k l m n o p q r s t u v w x y z
abcdefghijklmnopqrstuvwxyz
1234567890?{}!@#$%*
35
39. APPLICATION OF THE IDENTITY
T UR A L E T T ER H E A D
This 4 spot color letterhead features
letter pressed type and an ultraviolet varnish.
It is printed on the Mohawk Superfine
letterhead system.
39
41. APPLICATION OF THE IDENTITY
T H E T UR A P AT T ER N
The idea came to us by wrapping
Tura around the Rosette,
as if the eye had a 360° view of the logo.
Using a step and repeat process,
we designed Tura’s signature pattern.
41
45. APPLICATION OF THE IDENTITY
T UR A O P T I C L E N S E M B L E M
When we thought of colors for the emblem,
we decided carbon would be the most appropriate since turquoise
takes away from the glasses. This way when a customer
tries on a pair and looks in the mirror, they will see the beauty
of the glasses rather than the logo.
45
50. SIGNAGE AT THE Optician
WI ND OW D E C A L
This static cling decal can be
gently applied to the door of any optical shop.
It tells consumers that this is an
exclusive Tura retailer.
The Tura Brand Book
51. SIGNAGE AT THE Optician
WI ND OW D IS P L AY
This small two-sided window card
has two purposes, telling customers inside and outside
that Tura is sold here.
51
57. SIGNAGE AT THE Optician
IN I T I A L “ T ” DI S P L AY
This initial “T” display
shows off the inspiration of the Tura monogram.
It displays up to three pairs of glasses
and has compelling counter presence.
57
60. tura . com
Since 1938
ORIGINAL FASHION EYEWEAR
INTRODUCING THE ELEMENT s COLLECTION
The Tura Brand Book
61. ADVERTISING
MAGA Z I NE I N SERT
Since 1938
F ine ly C rafte d E y e w ear
Front cover showcases
the look and feel of the Tura brand.
61
62. Tura adds the finishing touch
with eyewear that is beautiful, that accents your face,
complements your clothing and enhances your
individual style.
The Tura Brand Book
63. ADVERTISING
MAGAZINE INSERT INTERIOR
TURA STYLE
In designs that are expertly curated,
with impeccable craftsmanship, distinctive jewelry-like detailing,
graceful lines and unparalleled American style.
So when you put on your glasses, what the world sees is you.
Your personality. Your confidence. Your flair.
In eyewear that brings function and fashion together...beautifully.
And no one does it better than us.
After all, Tura invented fashion eyewear in 1938
and we’ve been making optical history ever since.
Because in this business, you have to be a bit of a visionary.
So we keep looking forward.
Our heritage makes us proud, but the future keeps us focused.
Tura. See what’s next.
Tura adds the finishing touch
with eyewear that is beautiful, that accents your face,
complements your clothing and enhances your
individual style.
Introduction spread shows the different expressions of the Tura brand.
Soul of the Brand copy captures her voice.
63
64. INTRICATES COLLECTION
IS INSPIRED BY NATURE
AND USES CRYSTALS AND
SOME EMBELLISHMENTS
FOR A RICH AND
FEMININE STYLE.
The Tura Brand Book
65. ADVERTISING
MAGAZINE INSERT INTERIOR
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Intricates spread
highlights details of the glasses with both words and visuals.
65
66. BRILLIANCE COLLECTION
BRINGS THE SPARKLE
AND ELEGANCE OF FINE
JEWELRY TO EYEWEAR.
The Tura Brand Book
67. ADVERTISING
MAGAZINE INSERT INTERIOR
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Brilliance spread
highlights details of the glasses with both words and visuals.
67
69. ADVERTISING
MAGA Z I NE SING L E PAG E
Original
Fashion
Eyewear
Since 1938
TURA.COM
Elements collection,
each category has its own single page advertisement.
69
70. Since 1938
F ine ly C rafte d E y e w ear
INTRICATES collection
TURA.COM
The Tura Brand Book
71. ADVERTISING
MAGA Z I NE SING L E PAG E
Since 1938
F ine ly C rafte d E y e w ear
TURA.COM
Intricates collection,
each category has its own single page advertisement.
71
72. Original
Fashion
Eyewear
Since 1938
TURA.COM
CLASSICS collection
The Tura Brand Book
73. ADVERTISING
MAGA Z I NE SING L E PAG E
Original
Fashion
Eyewear
Since 1938
TURA.COM
Classics collection,
each category has its own single page advertisement.
73
77. CATALOG AND DIRECT MAIL
C ATA LO G C OVER
2013 Portfolio
This catalog showcases all of Tura
and its sub-brands, all under one roof.
It offers the optometrist the complete
story of Tura products.
77
78. A
C L A SS I C
L OO K
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The Tura Brand Book
79. CATALOG AND DIRECT MAIL
CATA LO G INT ERI OR
A
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C L A SS I C
L OO K
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pharetra.
This represents a section called “Classics.”
We see several categories within the catalog;
Classics, Brilliance, Elements and Mosaics.
79
80. { }
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erat condimentum erat condimentum erat condimentum erat condimentum
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The Tura Brand Book
81. CATALOG AND DIRECT MAIL
CATA LO G INT ERI OR
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pharetra. pharetra. pharetra. pharetra.
This detail page highlights
Tura’s signature hinge.
81
82. 2013 Portfolio
{ }
Tura adds the finishing
touch with eyewear
that is beautiful, that accents
your face, complements
your clothing and enhances
your individual style.
The Tura Brand Book
83. CATALOG AND DIRECT MAIL
DIREC T M A IL B RO C HURE
2013 Portfolio
{ }
Tura adds the finishing
touch with eyewear
that is beautiful, that accents
your face, complements
your clothing and enhances
your individual style.
This direct mail brochure talks to our optometrist.
We talk about the new Tura and its offerings.
It acts as a selling tool to those who are new to the brand
or would like a quick refresher in a Cliff’s Notes fashion.
83
84. { }
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The Tura Brand Book
85. CATALOG AND DIRECT MAIL
DIRE C T MA IL IN TERI OR
TURA
S T Y L E
Tura adds the finishing touch
with eyewear that is beautiful, that
accents your face, complements
your clothing and enhances your
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amet, consectetur adipiscing
elit. Sed ultrices,
nisi sit amettristique scele
In designs that are expertly
risque, augue sem venen curated, with impeccable
atis sapien, scelerisque
craftsmanship, distinctive
jewelry-like detailing,
graceful lines and unparalleled
American style.
So when you put on your glasses,
what the world sees is you.
Your personality.
Your confidence. Your flair.
This sample interior spread
highlights that Tura is not just function but also fashion.
85
89. TURA.COM
H OM E PAGE
The Tura collection homepage features an interactive grid
that allows users to navigate different collections and styles on-click.
A fixed navigation breaks down the site into five main categories,
with an option for opticians to login.
89
91. TURA.COM
PRO D UC T I ND EX PAG E
The product index page allows users to browse eyewear by collection.
An advance filter gives users the flexibility to search for products
through various attributes.
People with previous RX can enter glasses dimensions
to find their closest match.
91
93. TURA.COM
O P T IC IA N’ S v i ew
The site features an “Optician’s view,”
which encompasses a new navigation and pricing information.
Opticians can create and manage their own retail page
as well as keep track of previous Tura orders.
93
95. TURA.COM
PROD UC T DETA I L PAGE
The product detail page offers a comprehensive guide to each style.
Features include social functions, alternate views, fit guides, virtual try-on,
product suggestions and an ordering guide that allows users
to send orders to their retail locations.
95
97. TURA.COM
LOOK B OOK PAG E
The site architecture is capable of housing many different kinds
of editorial content, including style and technology lookbooks.
97
99. TURA.COM
P ROMOT I O N
Online promotions through social platforms
can increase brand awareness.
This Facebook feature enters users into a drawing contest
whenever they try on a pair of Tura glasses in person.
The winner receives a Kindle.
99
103. EXTENDING THE BRAND
IT’S T UR A o ’ CLO C K
She’s a busy woman, with a busy schedule.
Tura watches become the perfect extension that reflects her eyewear.
103
105. EXTENDING THE BRAND
THE T-BU C K LE P URSE
The T-buckle shows off the inspiration of the Tura monogram
while functioning as a clasp that closes a purse.
105
107. EXTENDING THE BRAND
T URA T RAVE L
Travel in Tura style.
This luggage system offers turquoise
trim accents and is branded with the
Tura logo and monogram.
107
109. EXTENDING THE BRAND
A WA LL O F TURA
The Tura pattern becomes the perfect way to subtly
express that she is a Tura woman. Turquoise and aquamarine paints
complement this wall pattern.
109