ABOUT

How do you connect a life changing new technology to the consumers who will most benefit from it? What if you knew you had the power to turn back the clock on one of the most frustrating aspects of aging? Whilst long-sightedness is a natural part of aging, people over forty-five want freedom from multiple prescriptions or switching between two pairs of glasses.

Morrow is the small Belgian start up that has patented a world first technology, Autofocal Eyewear. These revolutionary lenses power a single pair of glasses, creating a product so powerful it forever eliminates the need to keep switching glasses – all via a single click that’s built into the frames. It can change lives, improves the quality of life and bring a whole new world of vision to its target audience. But Morrow needed to transform into a consumer facing brand to introduce its life changing product to consumers.

We created and designed every direct-to-consumer touchpoint for Morrow: brand strategy, brand identity, brand communications, customer acquisition methods, content creation, e-commerce website, press, packaging, service, and even the product’s design itself.

To scale beyond its founding market Belgium, Morrow needed to transform from being a technology business into a customer facing brand. And to win investors they needed to first explain a very complex technology and its life changing benefits to a very specific (and sometimes cynical audience) – the over 45s.

A single pair of Morrow glasses unlocks the ability to see more - at every focal range - at the touch of a button. This has life changing potential which needed to be communicated at the same time as the product.

Everything we did was informed by the findings of an in-depth neuromarketing study. This revealed the implicit motivations for their target audience - independence and individuality mattered most to them - so our challenge was to show their consumer how Morrow would deliver them the visual independence they craved with a technology that can improve their way of life (and not just the way they look.)

We wanted to not only show and convince potential customers about the product but to help them feel into its core benefits - that there’s MOR to see as you get older, and not less. That it’s not about deterioration but about the freedom to see more and enjoy life.

“Mor’ to see” isn’t just a tagline, it's the brand strategy. The language of vision inspires everything. From the way the logo flips - exactly how the eye sees and translates objects in the brain - to a triangle monogram which inverts the logo.

The contemporary wordmark: “MOR” flipped upside-down reads “ROW”. It’s sophisticated, playful and reads both ways, mirroring the 2 in 1 nature of the glasses. The M, O, and W are hand-cut. We applied asymmetric design techniques to echo individuality. Our artful triangular ‘M’ and ‘W’ monogram even went on to inform the product design itself.

The brand also behaves completely differently to others in its category. Traditional purchasing mechanisms were outdated for this revolutionary product. We designed a direct to consumer service design that starts online and includes an at-home eye test via a Morrow trained optometrist. This model launched during lockdown and was so successful it has remained in place since.

We designed e-commerce website that featured the lifestyle content CGI explainer videos we produced, to first introduce the product and its technology.

Not everyone is eligible for Morrow, so we used online to segment and filter potential customers. We designed an online assessment tool which funnels potential customers, providing them with a custom visionary profile showing how much ‘Mor’ they can see using the Morrow glasses, after which they qualified for a free at-home eye test by a Morrow optician.

The Morrow trained optometrist arrives with a custom designed Rimowa suitcase to deliver a specialist Autofocal Eyewear examination.

A high-end purchase deserves a high-end unboxing experience. Once trust was established, customers completed their purchase on the e-commerce site, ahead of the eyewear being delivered beautifully boxed direct to their door.

We worked with a new product development partner to dream up how Morrow’s product would arrive. Since their 3D printed glasses fold in a unique way, it provided us with an opportunity to devise a bespoke, internal engineered structure to protect the product.

We also laid the foundations for future sustainability. Due to minimum order quantities at launch, we spent time optimising sustainability for the future. We used as few materials as possible, using a box made from recyclable card which contains a protective foam. As the brands grows there are plans to substitute the foam with high pressure formed pulp, which is being communicated to consumers, pathing the way for a more sustainable future at Morrow.

Whilst traditional eyewear retailers struggled, Morrow stood out. It won uptake, credibility, and customer connection - with no media spend – and continues to do so.

• Reached 5.5 million people in a few days, including primetime TV slots and national press
• Customers became brand ambassadors. One customer shed real tears on seeing properly via Morrow bespoke glasses. She now champions the brand on Facebook.
• Over 4,500 Belgian consumers completed the online self-assessment to qualify for a test, with 156 on the waiting list
• Opticians travelled over 20500 km doing eight at-home tests a day.
• Six more investors attracted, including the Belgian Government.
• Morrow is now ready scale to the UK, Netherlands and Germany in 2023.

AWARDS

Branding

MADEIT CREDITS

  • MorrowClient
Annual 2022 SilverMorrow - Creating a Disruptive New BrandBranding Annual 2022 BronzeMorrow - Creating a Disruptive New BrandProduct / Industrial Project featured: on 4th July 2022

Morrow - Creating a Disruptive New Brand

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CLIENT REVIEW

Choosing a branding agency is always challenging because every company is looking for the best talent to help them build a relevant and aspiring brand. As a startup, this challenge is even more important because you are introducing a new brand in the market and you want to make sure you resonate from day 1 with your audience in the most relevant way possible. Therefore, it's crucial to find an agency with a team that is capable of understanding who we are, who we want to become, and what value we want to create. Checkland Kindleysides was able to do all of that for us and much more. They have successfully helped us to build a brand and give it the personality we were looking for. Since then, they have created many new tools to help us grow and become successful. All of this was possible thanks to their capability of understanding our ambitions, our challenges, and our industry in a record time.

* Pieter Hertecant
Marketing Director at Morrow
12 Jul 2022

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