tura creative presentation
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5
P u r P o s e TURA BRAND BOOK
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.
The Tura Brand Book
P r I M A rY A u D I e N C eSTRATEGY
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
7
s e C o N D A rY A u D I e N C eSTRATEGY
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
The Tura Brand Book
B r A N D D N A®
STRATEGY
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
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P o s I T I o N I N GSTRATEGY
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
The Tura Brand Book
11
T u r A s T Y L eSOUL OF THE BRAND
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.
LoGo and MoNoGrAM
The Tura Brand Book
15
As a nod to Tura’s 75- year heritage,we selected a Glyphic Typeface – based on letters
carved or chiselled in stone.Beautiful, elegant.
T H e T u r A L o G oLOGO & MONOGRAM
The Tura Brand Book
HOUSE OF TURA, 1938
recognized as a fashion leader by the new york times
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L o G o e X T e N s I o NLOGO & MONOGRAM
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.
19
I N I T I A L I N s P I r AT I o NLOGO & MONOGRAM
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.”
21
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.
THe MAKING oF AN “eYe” CoNLOGO & MONOGRAM
The Tura Brand Book
OnE LinE LiGATURE
23
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.
STACKED LiGATURE
B r I N G I T T o G e T H e rLOGO & MONOGRAM
25
CoLor and TYPoGrAPHY
The Tura Brand Book
27
T u r A W o M e N ’ s C o L o r sCOLOR & TYPOGRAPHY
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.
AQUAMARINE
TURQUOISE
The Tura Brand Book
29
T u r A M e N ’ s C o L o r sCOLOR & TYPOGRAPHY
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.
CARBON
TURQUOISE
The Tura Brand Book
C o L o r P A L e T T e
AQUAMARINE
TURQUOISE
pEARl
CARBON
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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
C o L o r F o r M u L A s
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.
The Tura Brand Book
G A L A X I eC o P e r N I C u s WA s
DesIGNeD WITH CoLLeAGue
C H e s T e r J e N K I N s . G A L A X I e
CoPerNICus Is AN ADDITIoN To HIs
G A L A X I e FA M I LY o F F o N T s . T H e FAC e WA s
I N s P I r e D BY T H e M eTA L v e r s I o N s o F Mo NoT Y P e
PLANTIN WITH ITs GeNerous ProPorTIoNs, BuT Is CreATeD For THe
21sT CeNTurY TYPoGrAPHer. INCLuDes FIve WeIGHTs IN roMAN AND ITALIC.
20100
2080
2070
2060
2050
2040
2030
2020
2010
33
G A L A X I e C o P e r N I C u sCOLOR & TYPOGRAPHY
GAlAxie CoperniCus / BooK
ABCDeFGHIJKLMNoPqrsTuvWXYzabcdefghijklmnopqrstuvwxyz
1234567890?{}!@#$%&*
GAlAxie CoperniCus / itAliC
AB CDEf GHiJKLmnO P q RST UVWxyzab cdefg hijklmno p q rstuvw xyz
1 23 4 5 67 890 ? {}!@# $%& *
The Tura Brand Book
G O T H A MN A R R Ow H A S A
L A R G E LOw E R C A S E
D I L AT E D F E AT U R E S w I T H
SUCCINCT ASCENDERS & DESCENDERS.
IT HAS A GENEROUS FIT wHICH MAKES IT LEGIBLE
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
IT IS TO MAINTAIN LEGIBILITY, GOTHAM NARROw TAKES UP LESS ROOM THAN ITS BROTHER GOTHAM.
G O T H A M N A R R O w P R E S E R V E S T H E G O T H A M L O O K w H I L E B E I N G C O M P A C T w I T H O U T F E E L I N G S Q U E E Z E D .
20100
2090
2080
2060
2050
2040
2030
2020
2010
35
G o T H A M N A r r o WCOLOR & TYPOGRAPHY
GothAM nArrow / BooK
A B C D e F G h i j K l M n o p q r s t u v w x Y za b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ? { } ! @ # $ % & *
GothAM nArrow / BlACK
A B C D E F G H I j K L M N O P Q R S T U V w X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ? { } ! @ # $ % & *
GothAM nArrow / MeDiuM
a b c d e f g h i j k l m n o p q r s t u v w x y za b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ? { } ! @ # $ % & *
The Tura Brand Book
37
APPLICATIoNof the IDeNTITY
The Tura Brand Book
39
T u r A L e T T e r H e A DAPPLICATION OF THE IDENTITY
This 4 spot color letterhead features letter pressed type and an ultraviolet varnish.
it is printed on the mohawk Superfineletterhead system.
41
T H e T u r A P AT T e r NAPPLICATION OF THE IDENTITY
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.
The Tura Brand Book
43
T u r A P A C K A G I N GAPPLICATION OF THE IDENTITY
Tura case and cloth carry the brand wherever the customer goes.
The Tura Brand Book
45
T u r A o P T I C L e N s e M B L e MAPPLICATION OF THE IDENTITY
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.
The Tura Brand Book
47
T u r A s u N L e N s e M B L e MAPPLICATION OF THE IDENTITY
This is the one occasion when we arch the logo, for sunglasses only.
The Tura Brand Book
49
sIGNAGe at the oPTICIAN
The Tura Brand Book
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.
WINDoW DeCALSIGNAGE AT THE OPTICIAN
51
This small two-sided window cardhas two purposes, telling customers inside and outside
that Tura is sold here.
WINDoW DIsPLAYSIGNAGE AT THE OPTICIAN
The Tura Brand Book
finely Crafted Since 1938
53
This easy to hang poster mounted on foam board helps to establish Tura
to customers, in a big way.
PosTerSIGNAGE AT THE OPTICIAN
The Tura Brand Book
finely Crafted Since 1938
55
A counter card fits some of the smallest spaceswhile helping to communicate
brand messaging.
CouNTer CArDSIGNAGE AT THE OPTICIAN
The Tura Brand Book
57
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.
INITIAL “T” DIsPLAYSIGNAGE AT THE OPTICIAN
The Tura Brand Book
59
ADverTIsING
The Tura Brand Book
orIGINAL FAsHIoN eYeWeArSince 1938
i n t r o d u c i n g t h e e l e m e n t s c o l l e c t i o n
T U R A . C O M
61
front cover showcases the look and feel of the Tura brand.
MAGAzINe INserTADVERTISING
Since 1938
F I N E ly C R A F T E d E y E w E A R
The Tura Brand Book
Tura adds the finishing touch with eyewear that is beautiful, that accents your face,
complements your clothing and enhances your individual style.
63
T U R A S T Y L E
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.
MAGAzINe INserT INTerIorADVERTISING
introduction spread shows the different expressions of the Tura brand. Soul of the Brand copy captures her voice.
The Tura Brand Book
intricates collection is inspired by nature and uses crystals and some embellishments for a rich and feminine style.
65
MAGAzINe INserT INTerIorADVERTISING
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intricates spread highlights details of the glasses with both words and visuals.
The Tura Brand Book
brilliance collectionbrings the sparkle and elegance of fine jewelry to eyewear.
67
MAGAzINe INserT INTerIorADVERTISING
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Brilliance spreadhighlights details of the glasses with both words and visuals.
The Tura Brand Book
tura.com
Original fashion Eyewear Since 1938
EL
Em
En
TS
CO
LL
EC
TiO
n
69
MAGAzINe sINGLe PAGeADVERTISING
tura.com
Original fashion Eyewear Since 1938
Elements collection, each category has its own single page advertisement.
The Tura Brand Booktura.com
Since 1938
F I N E ly C R A F T E d E y E w E A R
inT
RiC
AT
ES
CO
LL
EC
TiO
n
71
MAGAzINe sINGLe PAGeADVERTISING
intricates collection, each category has its own single page advertisement.
tura.com
Since 1938
F I N E ly C R A F T E d E y E w E A R
The Tura Brand Book
tura.com
Original fashion Eyewear Since 1938
CL
AS
SiC
S C
OL
LE
CT
iOn
73
MAGAzINe sINGLe PAGeADVERTISING
tura.com
Original fashion Eyewear Since 1938
Classics collection, each category has its own single page advertisement.
The Tura Brand Book
75
CATALoG and DIreCT MAIL
The Tura Brand Book
2013 Portfolio
77
CATALoG CoverCATALOG AND DIRECT MAIL
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.
The Tura Brand Book
A C L A s s I C
L o o K
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CATALoG INTerIorCATALOG AND DIRECT MAIL
A C L A s s I C
L o o K
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This represents a section called “Classics.”We see several categories within the catalog; Classics, Brilliance, Elements and mosaics.
The Tura Brand Book
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81
CATALoG INTerIorCATALOG AND DIRECT MAIL
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This detail page highlightsTura’s signature hinge.
The Tura Brand Book
{ }Tura adds the finishing touch with eyewear
that is beautiful, that accentsyour face, complements
your clothing and enhances your individual style.
2013 Portfolio
83
{ }Tura adds the finishing touch with eyewear
that is beautiful, that accentsyour face, complements
your clothing and enhances your individual style.
2013 Portfolio
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 brandor would like a quick refresher in a Cliff’s notes fashion.
DIreCT MAIL BroCHureCATALOG AND DIRECT MAIL
The Tura Brand Book
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85
{ }Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Sed ultrices, nisi sit amettristique scele
risque, augue sem venenatis sapien, scelerisque
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, distinctivejewelry-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.
T U R A S T Y L E
DIreCT MAIL INTerIorCATALOG AND DIRECT MAIL
This sample interior spreadhighlights that Tura is not just function but also fashion.
The Tura Brand Book
87
TurA.com
The Tura Brand Book
89
HoMe PAGeTURA.COM
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.
The Tura Brand Book
91
ProDuCT INDeX PAGeTURA.COM
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.
The Tura Brand Book
93
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.
oPTICIAN ’s vIeWTURA.COM
The Tura Brand Book
95
ProDuCT DeTAIL PAGeTURA.COM
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.
The Tura Brand Book
97
The site architecture is capable of housing many different kinds of editorial content, including style and technology lookbooks.
LooKBooK PAGeTURA.COM
The Tura Brand Book
99
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.
ProMoTIoNTURA.COM
The Tura Brand Book
101
eXTeNDING the BrAND
The Tura Brand Book
rosette plACeD on Crown
103
IT ’s TurA o ’CLoCKEXTENDING THE BRAND
She’s a busy woman, with a busy schedule. Tura watches become the perfect extension that reflects her eyewear.
The Tura Brand Book
105
THe T-BuCKLe PurseEXTENDING THE BRAND
The T-buckle shows off the inspiration of the Tura monogramwhile functioning as a clasp that closes a purse.
The Tura Brand Book
107
TurA TrAveLEXTENDING THE BRAND
Travel in Tura style. This luggage system offers turquoise
trim accents and is branded with the Tura logo and monogram.
The Tura Brand Book
109
A WALL oF TurAEXTENDING THE BRAND
The Tura pattern becomes the perfect way to subtly express that she is a Tura woman. Turquoise and aquamarine paints
complement this wall pattern.
The Tura Brand Book
111
TurA To TABLeEXTENDING THE BRAND
Her dinner guests will instantly know that she is a Tura woman.
The Tura Brand Book
113
sHADes oF TurAEXTENDING THE BRAND
With so many to choose from, we could pair a shade for every pair of glasses.
The Tura Brand Book
115
MANICurAEXTENDING THE BRAND
Two Tura colors women will love.
The Tura Brand Book
117
TurFÚMEXTENDING THE BRAND
The scent of a Tura woman,fresh, clean, crisp and inspiring.
The Tura Brand Book
119
THANK You
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