Enchroma Brand Refresh 2017

Designers: House of Who, Inc., House of Who, Inc., Berkeley, California, USA
Client: Enchroma, Inc., Berkeley, California, USA

CHALLENGE: Uncover the full value of a color blindness eyewear company and launch their new brand

HOW WE SOLVED IT: We developed a nuanced understanding of the biology and neuroscience of color blindness, working closely with Enchroma leadership to position the brand as not only functional and credible, but culturally relevant to its demographic.

Enchroma opens up a world of color for people with color blindness. As a leader in color vision science that makes glasses and optical products, Enchroma envisions a world where every person has access to the full spectrum of color and therefore the full spectrum of life.

With a product that instantly created a viral sensation, Enchroma’s reputation grew quickly—as did their need for a more mature brand. Our goal was to elevate it to that of a global lifestyle company that stood for transformative color science. The initial approach was clear: the brand needed to appeal to people with color blindness as well as to look fantastic, even when viewed by people with color blindness.

We noticed a blind spot, so to speak, in their former color palette—the hues looked brown and muddied to people with color blindness. This was an excellent opportunity to not just refresh the logo, but to actually make it more usable and useful to their customer base. We worked with two of Enchroma’s own employees with color blindness on developing a palette that was not only pleasing to their naked eyes, but also had a profound transformation when viewed through Enchroma’s lenses.

What followed was a modern update to their “four dot” logo mark and a more trendy update to their typeface. We then extended the new branding to an updated logo inset in iridescent steel on product frames, interactive packaging design, brochures, and swag.

We also worked with the Enchroma team on updating their website and style guide with the new identity, color palette, and photography.