MONC

MONC was born in London in 2016 from a desire for an eyewear brand that respects the objects we choose to live with. Driven by the belief that design carries responsibility, the brand creates considered, honest frames made with true craft and care. Each frame is refined for optimal balance and wear, utilising enduring, bio-based, or recycled materials designed for repair.

This mindful ethos extends directly to everything in the MONC world, including its digital presence and physical spaces, with the Chiltern Street and Monmouth Street stores acting as physical extensions of the brand's values to offer customers a considered moment of pause.

MONC approached us to translate their brand strategy into a refined visual identity and a seamless digital experience – one that encourages their audience to slow down and truly appreciate the craft behind each frame.

To evolve the brand without losing its established heritage, we polished their existing wordmark, while preserving the recognition built over the last decade. From there, a grounded visual language was developed to reflect the brand's roots. This new system is anchored by Dinamo’s Arizona typeface and a colour palette drawn directly from MONC’s sustainable materials, store interiors, and the Italian Dolomites.

The identity is further brought to life through a series of bespoke generative animations. Designed to explore depth and the physical sensation of looking through a lens, these motion assets capture the feeling of pausing to look closer, all while remaining firmly grounded in nature.

Finally, this tactile ethos extends into the digital realm through a custom Shopify website. By focusing on a seamless user journey and integrating subtle web animations, the new online space perfectly mirrors the calm, thoughtful atmosphere of MONC’s physical stores.