Hughes Opticians branding





As a boutique optician, Hughes Opticians knew that competing with the big boy, high street brands would always be a challenge. Having been in business for more than 65 years, they have inevitably seen their fair share of tweaks to their branding over the years but didn’t own any real visual brand equity. They needed a new brand identity developed that would allow them to take a big step forward from the existing branding. It needed to ooze confidence and professionalism, emphasise their quality, bespoke and friendly offering, but most importantly, develop a brand that could be seen as a credible alternative to the larger national offerings.

Hughes business cards
Hughes logo close up
Hughes shopping bag


A simple but effective design was created with the use of clean typography - a sans serif font and a clever use of the letter ‘g’ - which doubled up beautifully as a pair of glasses (genius!). The clever use of silver foiling to help ping out the ‘g’ added to the quality feel when applied to their stationary, signage and internal documents.


Hughes Opticians loved the changes to their brand, and they have gone from strength to strength since it was implemented, welcoming new and returning customers from across Devon. Most importantly though, they are regarded as a worthwhile competitor to the big high street names and we were left with a very happy client!