Stepper was founded in 1970 in Stuttgart, Germany by Hans Stepper to design and create the best eyewear products in the industry. Since its inception, Stepper has been known as the world's leading human-centered German eyewear brand with its “German design” philosophy, professional quality and intellectual resonance. Stepper Custom-Made is Stepper's independently operated brand operator in the China market with a brand DNA that combines German heritage, humanistic artistic traditions, industry-leading research standards, craftsmanship and top quality materials in eyewear design, and a more youthful and technological stance with an emphasis on personalization and smart wearable devices.
Working closely with Stepper Custom-Made's marketing agency, Pocca designed a new visual identity and packaging system for the brand to help reinforce the brand's design, modular, youthful and technology-driven vision through both digital and physical applications.
Inspired by the typeface on the signage of Stepper's historic first store in Germany, we continued the style of this typeface to design a new type-based modular identity system for Stepper Custom-Made in addition to the full brand name. S:CM:B for "Basic," S:CM:W for "Work," S:CM:I for "Intelligent," and S:CM:K for "Kids" to help present and identify the different product lines of eyewear in a more professional and clear manner. At the same time, inspired by the way people wear glasses and their posture, we added a secondary visual symbol to the brand – a pair of hands wearing glasses that is fun and flexible enough to interact with the various information in the layout of the online and offline applications.
In addition, by categorizing information and flexibly embedding rectangles with rounded corners, we get a modular set of layout and visual logic that echoes Stepper Custom-Made's modular and customizable features and selling points. Coding, modularity, and rationality became the core cues in the design process, helping the brand function across a wide range of touchpoint from digital applications to packaging, advertising, and trade shows.