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Tura Creative Presentation
Tura Creative Presentation
Tura Creative Presentation
Tura Creative Presentation
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
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
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
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
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
The Tura Brand Book
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
Tura Creative Presentation
LOGO and
MONOGRAM
The Tura Brand Book
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
HOUSE OF TURA, 1938

recognized as a
fashion leader by the
new York times




                        The Tura Brand Book
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
Tura Creative Presentation
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
Tura Creative Presentation
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
ONE LINE LIGATURE




 The Tura Brand Book
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
Tura Creative Presentation
COLOR and
TYPOGRAPHY




    25
The Tura Brand Book
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
The Tura Brand Book
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
C o l o r P al e tt e




         TURQUOISE




        AQUAMARINE




          CARBON




           pearl




    The Tura Brand Book
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
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
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
          1 23456789 0? {}! @#$%*




           Galaxie Copernicus / Italic


    abcdef gh i jklmnop qrstuvwx yz
        ab cde fgh ijklmn o pqrst uvwx yz
           1 2345 67890?{}! @#$%*




                       33
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
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
The Tura Brand Book
APPLICATION
of the IdentiTy




       37
The Tura Brand Book
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
Tura Creative Presentation
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
The Tura Brand Book
APPLICATION OF THE IDENTITY


T UR A P A C K A G I N G




    Tura case and cloth carry the brand
       wherever the customer goes.




                    43
The Tura Brand Book
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
The Tura Brand Book
APPLICATION OF THE IDENTITY


T UR A SU N L E N S E M B L E M




      This is the one occasion when we arch the logo,
                   for sunglasses only.




                            47
The Tura Brand Book
SIGNAGE
at the optician




       49
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
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
Finely Crafted Since 1938




            The Tura Brand Book
SIGNAGE AT THE Optician


           P OST ER




           This easy to hang poster
mounted on foam board helps to establish Tura
         to customers, in a big way.




                      53
Finely Crafted Since 1938




              The Tura Brand Book
SIGNAGE AT THE Optician


C OU NT ER C A R D




           A counter card
   fits some of the smallest spaces
   while helping to communicate
         brand messaging.




                  55
The Tura Brand Book
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
The Tura Brand Book
ADVERTISING




     59
tura . com




                       Since 1938

  ORIGINAL FASHION EYEWEAR
         INTRODUCING THE ELEMENT s COLLECTION




                    The Tura Brand Book
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
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
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
INTRICATES COLLECTION
IS INSPIRED BY NATURE
AND USES CRYSTALS AND
SOME EMBELLISHMENTS
FOR A RICH AND
FEMININE STYLE.




                 The Tura Brand Book
ADVERTISING


MAGAZINE INSERT INTERIOR




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                                                          Lorem ipsum dolor
                                                          sit amet, consectetur
                                                          adipiscing elit. Aenean
                                                          placerat dolor non
                                                          erat condimentum
                                                          pharetra.




                                      Intricates spread
   highlights details of the glasses with both words and visuals.




                                             65
BRILLIANCE COLLECTION
                      BRINGS THE SPARKLE
                      AND ELEGANCE OF FINE
                      JEWELRY TO EYEWEAR.




The Tura Brand Book
ADVERTISING


MAGAZINE INSERT INTERIOR




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                                                         sectetur adipiscing elit. Aenean
                                                         placerat dolor non erat condi-
                                                         mentum pharetra.




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                 sit amet, consectetur
                 adipiscing elit. Aenean
                 placerat dolor non
                 erat condimentum
                 pharetra.




                                   Brilliance spread
   highlights details of the glasses with both words and visuals.




                                               67
Elements collection
Original
Fashion
Eyewear
Since 1938


TURA.COM




             The Tura Brand Book
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
Since 1938
                        F ine ly C rafte d E y e w ear
INTRICATES collection




                                                         TURA.COM
                                The Tura Brand Book
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
Original
                      Fashion
                      Eyewear
                      Since 1938


                      TURA.COM




                                   CLASSICS collection




The Tura Brand Book
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
The Tura Brand Book
CATALOG and
DIRECT MAIL




     75
2013 Portfolio
The Tura Brand Book
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
A
             C L A SS I C
               L OO K




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                  The Tura Brand Book
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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                                                             adipiscing elit. Aenean
                                                             placerat dolor non
                                                             erat condimentum
                                                             pharetra.




                               This represents a section called “Classics.”
                             We see several categories within the catalog;
                             Classics, Brilliance, Elements and Mosaics.




                                                     79
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                                          The Tura Brand Book
CATALOG AND DIRECT MAIL


                            CATA LO G INT ERI OR




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                                                                              This detail page highlights
                                                                                    Tura’s signature hinge.




                                                                                                        81
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
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
{                          }
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amet, consectetur adipiscing
      elit. Sed ultrices,
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   atis sapien, scelerisque




     The Tura Brand Book
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




 {                          }
     Lorem ipsum dolor sit
                                                                  individual style.
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        elit. Sed ultrices,
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                                                             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
The Tura Brand Book
TURA.com




   87
The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
EXTENDING
 the BRAND




    101
ROSETTE PLACED
                        On CROWN




The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
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
The Tura Brand Book
EXTENDING THE BRAND


TUR A TO TA B L E




 Her dinner guests will instantly know
      that she is a Tura woman.




                  111
The Tura Brand Book
EXTENDING THE BRAND


SH A D ES O F T URA




         With so many to choose from,
 we could pair a shade for every pair of glasses.




                        113
The Tura Brand Book
EXTENDING THE BRAND


MA NIC UR A




Two Tura colors women will love.




               115
The Tura Brand Book
EXTENDING THE BRAND


   T UR F ÚM




  The scent of a Tura woman,
fresh, clean, crisp and inspiring.




                117
The Tura Brand Book
THANK YOU




    119
Tura Creative Presentation

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Tura Creative Presentation

  • 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
  • 22. ONE LINE LIGATURE The Tura Brand Book
  • 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 1 23456789 0? {}! @#$%* Galaxie Copernicus / Italic abcdef gh i jklmnop qrstuvwx yz ab cde fgh ijklmn o pqrst uvwx yz 1 2345 67890?{}! @#$%* 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
  • 43. APPLICATION OF THE IDENTITY T UR A P A C K A G I N G Tura case and cloth carry the brand wherever the customer goes. 43
  • 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
  • 47. APPLICATION OF THE IDENTITY T UR A SU N L E N S E M B L E M This is the one occasion when we arch the logo, for sunglasses only. 47
  • 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
  • 52. Finely Crafted Since 1938 The Tura Brand Book
  • 53. SIGNAGE AT THE Optician P OST ER This easy to hang poster mounted on foam board helps to establish Tura to customers, in a big way. 53
  • 54. Finely Crafted Since 1938 The Tura Brand Book
  • 55. SIGNAGE AT THE Optician C OU NT ER C A R D A counter card fits some of the smallest spaces while helping to communicate brand messaging. 55
  • 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 Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Aenean placerat dolor non erat condi- mentum pharetra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. 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 Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Aenean placerat dolor non erat condi- mentum pharetra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. 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 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. The Tura Brand Book
  • 79. CATALOG AND DIRECT MAIL CATA LO G INT ERI OR A Lorem ipsum dolor sit amet, con- sectetur adipiscing elit. Aenean placerat dolor non erat condi- mentum pharetra. C L A SS I C L OO K Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean placerat dolor non erat condimentum pharetra. This represents a section called “Classics.” We see several categories within the catalog; Classics, Brilliance, Elements and Mosaics. 79
  • 80. { } Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ultrices, nisi sit amettristique scele risque, augue sem venen atis sapien, scelerisque Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor sit amet, consectetur sit amet, consectetur sit amet, consectetur sit amet, consectetur adipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aenean placerat dolor non placerat dolor non placerat dolor non placerat dolor non erat condimentum erat condimentum erat condimentum erat condimentum pharetra. pharetra. pharetra. pharetra. The Tura Brand Book
  • 81. CATALOG AND DIRECT MAIL CATA LO G INT ERI OR { } Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ultrices, nisi sit amettristique scele risque, augue sem venen atis sapien, scelerisque Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor Lorem ipsum dolor sit amet, consectetur sit amet, consectetur sit amet, consectetur sit amet, consectetur adipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aenean adipiscing elit. Aenean placerat dolor non placerat dolor non placerat dolor non placerat dolor non erat condimentum erat condimentum erat condimentum erat condimentum 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. { } Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ultrices, nisi sit amettristique scele risque, augue sem venen atis sapien, scelerisque 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 { } Lorem ipsum dolor sit individual style. 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
  • 87. TURA.com 87
  • 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
  • 100. The Tura Brand Book
  • 102. ROSETTE PLACED On CROWN The Tura Brand Book
  • 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
  • 104. The Tura Brand Book
  • 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
  • 106. The Tura Brand Book
  • 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
  • 108. The Tura Brand Book
  • 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
  • 110. The Tura Brand Book
  • 111. EXTENDING THE BRAND TUR A TO TA B L E Her dinner guests will instantly know that she is a Tura woman. 111
  • 112. The Tura Brand Book
  • 113. EXTENDING THE BRAND SH A D ES O F T URA With so many to choose from, we could pair a shade for every pair of glasses. 113
  • 114. The Tura Brand Book
  • 115. EXTENDING THE BRAND MA NIC UR A Two Tura colors women will love. 115
  • 116. The Tura Brand Book
  • 117. EXTENDING THE BRAND T UR F ÚM The scent of a Tura woman, fresh, clean, crisp and inspiring. 117
  • 118. The Tura Brand Book
  • 119. THANK YOU 119