Untold: Premium Eyewear Identity Redesign
We redesigned the visual identity for Untold, an independent premium eyewear brand founded in 2020 in Santiago de Chile. While their original logo had a strong foundation, it lacked the scalability required for small-scale engraving and application on custom accessories. To elevate the brand, we optimized the core logo for flawless reproduction across all sizes, developed a comprehensive visual identity manual to ensure long-term consistency, and established a sophisticated, high-end art direction. The result is a cohesive, purposeful, and authority-driven brand ecosystem.
Logo redesign
The previous logo struggled with its typography, which failed to align with the company's business profile and incorrectly suggested it was a high-end fashion brand. Additionally, the legibility was compromised because the "O" and "D" characters were nearly indistinguishable unless viewed very closely in a digital format.
To resolve this, we made subtle adjustments to the weight of the typography, moving away from a narrow look to ensure each letter is easily differentiated while preserving the brand's established value. We also added a unique detail to the letter "U" so that it functions as a recognizable symbol for website use without requiring a completely new logo design. This strategic approach allowed Untold to refresh its image and accommodate its growing portfolio without the need for a costly, long-term rebranding investment.
Results
For Untold, we tackled the challenge of scalability. While the original brand had potential, it struggled when it came to the small details, like engraving on eyewear or fitting into digital spaces. We fixed that by optimizing the logo for flawless reproduction, regardless of the size.
Beyond the visuals, we built their official brand identity manual. This was the missing piece that turned their look into a true system, ensuring everything from packaging to social media feels completely aligned. We didn't just redesign a mark; we gave Untold a cohesive, authority-driven ecosystem that’s as sharp and precise as the eyewear they create.