Powerful Repositioning

Eyewear brand Kite approached LAYER to help to redefine the brand’s position in the saturated eyewear market. We developed the brand book, tone-of-voice, product photography, launch installation and products in synchronicity to ensure every element was aligned to the brand’s new values.

Our team employed a strategic approach, analysing the existing Kite collection, eyewear market, parallel industry thought leaders, and available technology. We then established opportunities to create an ownable new brand system and product roadmap, with a focus on offering a multi-sensory experience for the consumer at every step of their interaction with Kite.








Strategic research
Industrial design
Digital design
Colour, material and finish
Brand development
Design for manufacture
Art direction

“LAYER are quite a unique studio. Successfully and consistently delivering results at the intersection of brand strategy and product design. A very impressive team”

Amar Radia – CEO, Kite

To stand out in a commodity market we employ strong, ownable brand systems