Project Brand Identity & Retail Experience for Titan EYE +
Client Titan Industries

Challenge
India’s leading manufacturer of watches and jewelry, and the world’s sixth largest watch brand was launching a prescription eyewear brand in India. There was a need to create a brand & retail stores where customers could interact with the products before purchase

Design Research
Team Elephant toured Europe extensively to understand the best practices in the prescription eyewear business. These practices were mapped on Indian psyche to come up with a new experiential offerings.

Design Insight
Team Elephant understood that potential customers needed to be convinced regarding the expertise in optometry, quality of lenses, frames, comfort, style etc. A transparent, positive and warm buying experience had to be created for the customers.

Elephant Solution
Precision, hygiene and comfort were the core focus of design. Ease, style and comfort were given priority while designing the browsing areas. Exclusive interaction units were created. Technology was used to develop a novel concept that helped customers choose the right style of eyewear.

Result
The first outlet was inaugurated by Noel Tata in April 2007 and is now being replicated across India.