Polaroid Eyewear asked us to develop a new look for its push into the US market. As a little known sibling to the instant camera maker, the brand wanted us to leverage the heritage of its founder Edwin Land, the inventor of polarized lenses.
Considering the advantage that polarized lenses give a wearer (clarity in the face of bright sunlight), we reimagined the colorful logo as a lens and applied it to a concept where more is revealed wearing Polaroid. Additionally, we used some of Land's most famous quotes as a naming convention for their upcoming line of sunglasses. Posters developed in advance of upcoming eyewear designs touted the glasses' capabilities given the lack of product assets.