SUCCESSES > INNSOL
E-Commerce
DISCOVERY
Launching into Gen Z and Gen Alpha culture leaves no room for generic branding. Attention is ruthless, trends shift fast, and buyers can spot “try-hard” from a mile away. That’s why we led with a robust discovery phase built to uncover the unspoken truth behind how people actually choose sunglasses—what feels authentic, what earns trust, and what turns a product into a cultural moment.
Category Analysis
We analyzed the sunglasses market through the 4C lens—Category, Competitor, Consumer, and Culture—to map what’s driving demand today and where the market is heading next. The insight was simple but powerful: people don’t buy one pair, they build a wardrobe for different moods and identities. The brands that win don’t just sell frames—they sell attitude, storytelling, and a world people want to step into.
Competitor Mapping + Quadrant
We benchmarked major players to understand the role each brand occupies—fast-fashion trend engine, purpose-driven giving, founder-led hype, performance-led community—then mapped the landscape to expose what’s crowded and what’s missing. That made the whitespace visible: a lane that feels joyful, expressive, and emotionally human—distinct from loud trendiness on one end and sterile minimalism on the other.
Strategy Workshop
We brought the 4C learnings into a working session with the INNSOL team to align on what’s true, what’s overdone, and what the brand can credibly own. Together, we pressure-tested whitespace against INNSOL’s pricing and design philosophy, then developed five distinct brand concepts/themes to explore different emotional territories before narrowing to the strongest, most ownable direction.
Consumer Survey
To validate the direction with real buyers—not internal opinions—we recruited women ages 18–34 across California, Arizona, Florida, and Texas to participate in a digital survey. We designed the study in two layers: first, to map real sunglasses behaviors (ownership, wear frequency, shopping channels, price comfort, and online friction points), and second, to pressure-test INNSOL’s brand territory—joyful, expressive, confidence-led—along with tagline options like “Made for Sunny Souls.” We then analyzed the results to confirm what actually drives conversion (visual inspiration, fit confidence, relatable creator proof), which messaging feels most believable, and which brand language stands out as both original and purchase-worthy—giving INNSOL confidence that the chosen lane isn’t just distinctive, it’s commercially resonant.
Brand Strategy Brief
We consolidated the work into a brand strategy brief designed to operate as INNSOL’s internal bible—aligning teams and guiding every future execution. It codified brand truth, personality, positioning, messaging pillars, reasons to believe, and content themes, alongside a visual moodboard that defines how INNSOL should look and feel in the world. This becomes the reference point for creative, creators, photography, packaging, and campaigns—so the brand scales with consistency, not chaos.
