The Knows Eyewear Story

Knows is the brainchild of a seasoned eyewear industry veteran who had a realization: One size fits all does not fit anyone well, and the major industry players are not doing anything to fix that.  His personal fit problems led to discussions with lots of other people who had their own different issues with eyewear fit and comfort.  With his then-employer satisfied to continue selling "good-enough" fitting eyewear, he ventured out on his own and founded Knows.

Our involvement with Knows is extensive.  As a start-up, they approached us to hone their strategy for their launch collection, plan a roadmap for future collections, create groundbreaking product features and designs, collaborate with their vendor to develop industrialized CAD, prototype frames and components, create internal-facing product visuals for validation and external-facing images for promotion and marketing, and develop uniquely inviting and sustainable packaging.

[Strategy]  We worked with Knows and their proprietary technology to (1) identify anthropomorphic differences between people's heads and facial features, and (2) analyze what ranges need to be met to achieve properly fitting eyewear.  The design of the launch collection would establish the brand with clean yet sophisticated lines, with room to expand into a more fashion-forward space with future collections.

[Design]  As a result of the fit study, we developed a modular eyewear platform to accommodate a variety of face widths, nose bridge shapes, and ear depths.  The temples feature functional notches at the ear location to allow for personal adjustment without the need for heat or special tools, and if the fit is outside of this range there are both Large and Small temples that can be installed for a far greater level of adaptability.  The innovative nasal shape fits the contour of a wide nose bridge while filling the gap that other wide-DBL eyewear would create on someone with a narrow or low bridge.

[CAD]  We used a mix of in-house and vendor-supplied resources.  Close communication with the vendor maintained design intent.

[Prototyping]  3D printing parts is an integral step for both aesthetic and functional development.  We printed frames for aesthetic reviews, and iterated on nose pad shapes to achieve the brand's goal of making the best fitting frames in the industry.

[Visualization]  Realistic textures were developed in Keyshot to accurately simulate the real materials and processes used in production.  Renderings were an invaluable tool, being used in CMF studies, web assets, and printed marketing materials.

[CMF]  Colors, materials, and finishes were developed to maintain a cohesive brand image across all styles.  Black and classic brown tortoise anchor the collection, while grey tortoise and a subtle green tortoise add interest to the assortment.  Lens and metal decoration finishes are paired appropriately with frame colors to dial the contrast up or down depending on consumer preference.

[Packaging]  Thinking outside the box, we sourced a biodegradable paper tube as the packaging.  The material cuts down on single-use plastics, and the round shape has superior structural integrity to a rectangle while creating an unexpected and one-of-a-kind unboxing experience for customers.  A craft paper/cardstock insert was developed to hold any of the range of frame sizes in place during shipping, and doubles as an instruction sheet to educate customers about finding their perfect fit.