It is a bold endeavor whenever a brand seeks to reinvent itself. Thankfully for Vooglam, they’ve never been ones to shy away from being bold, brash, or outspoken. A brand known for its excitingly maximalist design aesthetic has taken the next step in realizing its goal of redefining eyewear as the ultimate accessory for self-expression by revamping every aspect of the brand experience.
A total rebranding is no small endeavour, but it was deemed necessary for Vooglam, which is seeking to move out of a crowded middle market and into the spotlight of category leaders, movers and shakers who other brands envy and want to be. Instead of tired basics, Vooglam introduces 7 culturally inspired collections to meet the changing eyewear landscape. Consumers increasingly favour aesthetics in equal or more significant measure to functionality, and Vooglam is ready to rise and meet that challenge.
A Canvas Ready for Reinvention
Prior to their rebrand, Vooglam was like everyone else. Sure, they were always louder and bolder, but fundamentally, they were in the middle of the middle market. They competed on price, availability, maybe shipping options, and other rational user needs. They have embraced a design-driven approach to meeting users’ needs, understanding that this was the only way to go.
A revamped wordmark, logo, and visual asset are only the tip of the iceberg. The real meat of the change is their new website, which puts the fun in functional, and their new playful persona and brand design vocabulary, which bridges the disconnect between users who want brands that offer solutions to self-expression.
The Visual Transformation
This is not to say that things are entirely recognizable. Longtime lovers of the brand will be pleased to see that the trademark orange is still in prominent use, only refreshed and applied more thoughtfully instead of plastering every webpage. In addition to the website’s visual update, physical packaging, and the brand’s other touchpoints like social media have also received a refind facelift, showing off a more professional, seriously playful look, matching with the brand persona customers have come to love.
The other half of this visual transformation has been reworking every part of the shopping experience, with easier checkouts, navigation, search, and more at the forefront of the upgraded digital brand space. No more archaic or slow ordering processes, no more add-to-cart bugs, or any other roadblock to getting customers the products they want and need to enhance their lives.
Craftsmanship & Materials: The Tactile Experience
The new collections Boho, Pan Africa, Rave Culture, Cyberpunk, Artsy, Experimental & Retro Radio cover contemporary style. But rather than prescriptions, they offer users doors to a complete style experience. Doors they may enter, or leave as they please, without ever providing an expectation or the sense of owing. The unspoken principle in play here is ‘no gatekeeping’, Vooglam’s customers can explore themselves and their style through 7 different facets of modern style,the way they want. No judgment, no cost of entry.
Some of the standouts include:
Cyberpunk, which blends tech, grit, and neon into a ball of luminous energy, is infectious and stylish. Live out your Bladerunner fantasies with angular metallic frames and more.
Retro Radio harkens back to the golden age of radio, where rockstars sold out stadiums, and the airwaves were full of sweet dulcet tones instead of autotune. Not stuck in the past though, it updates vintage classics for the current day ensuring any music love can find something they like.
Boho is like Retro Radios hippie cousin, tortoiseshell, grace, elegance and summer styles that are perfect for every occasion. Each of Vooglam’s 7 styles offers a different look into the style landscape of today, and is sure to have something for every fashion forward individual.
A Design Language for Individual Expression
The most important part of Vooglam’s rebrand is not a website or a logo or even a pair of glasses but what the culmination of these aspects together means. A cohesive brand identity emerges from these elements and what has emerged is a brand that can accommodate numerous disparate identities and personas and consumers and manages to combine them all into a coherent experience. Seven distinct dialects yet they all harmonize with each other, a significant emphasis on functionality, rationality through a lens and material offerings, top-tier construction and online prescriptions, yet buying from Vooglam never feels like going to the doctor. It feels like you’re building and expressing an integral part of yourself rather than just another transaction. And this is true no matter if you’re looking at blue-light blocking for long nights at the office, sunglasses for those beautiful summer days, or glitzy frames for your nights out. It just feels right.
The Future of Design-Led Eyewear
Ultimately, Vooglam’s rebrand means there is an ongoing shift in the eyewear market. Users don’t just want another pair of cheap or even affordable glasses. They want something more than a product; they want something that solves their style problems. Vooglam is not selling an object but providing a solution to a consumer’s identity. Vooglam never asks who you are, but rather “who do you want to be seen as” a significant yet subtle shift in how users can imagine themselves, not only in terms of expression, but also in personal growth.
Time will tell if Vooglam is successful at this, but we are waiting with bated breath for the result. The message is clear, meticulously considered design can transform even the most functional objects into opportunities for personal expression in a world of mass-produced sameness. Vooglam’s rebrand isn’t just about new looks—it’s about a new way of looking at eyewear design altogether.
