Òptica Universitària moved away from a purely promotional discourse to embrace a bold new positioning: youth is not about age, but about attitude. Under the concept “For the young, from 1 to 100”, the brand champions the gaze as a way of being in the world: daring to look at life differently, escaping stereotypes, and standing out. A declaration that connects with the diversity of its clients and reinforces the value of an optician that doesn’t just sell glasses, but inspires a way of seeing that never grows old.
The change was consolidated with a new visual identity and a communication style inspired by the language of fashion films, elevating the product and bringing it closer to the world of fashion. This was complemented by tactical campaigns that kept commercial proximity, balancing aspiration with accessibility.