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A modern and functional approach to an established eyewear brand



Cubitts - Two Times Elliott - Case
Cubitts - Two Times Elliott - Case & Accessories

We worked alongside the Cubitts team to simplify their brand message and create a clearer in-store and online experience


Cubitts - Two Times Elliott - Spatial, Interior
Cubitts - Two Times Elliott - Fold Out Catalogue Detail
Cubitts - Two Times Elliott - Fold Out Booklet
Cubitts - Two Times Elliott - Fold Out Catalogue

A complete overhaul of brand materials and colour palette gave the artisanal optician more clarity and focus

Cubitts - Two Times Elliott - Mobile Website
Cubitts - Two Times Elliott - Brand Guidelines

Cubitts is a spectacles brand founded in 2012 in Kings Cross, London. At its core, the Cubitts logomark is a direct reference to the rivets used within the structural components inside Kings Cross station. The principle of form following function continues onto the spectacles, with the rivet used as an integral part of the frame’s construction.

A complete overhaul of the brand’s material and colour palette, as well as a wide range of touch points, were unified in the rebranding process. From printed materials through to in-store collateral and digital assets, we were able to ensure a seamless experience both in physical and online purchases.

  • Design Direction
  • Identity Systems