Melbourne studio A Friend of Mine has built a brand identity for Six Six, an eyewear store and optometrist, around a deliberately off-axis wordmark — the kind of slightly imperfect logotype that gives an independent retailer real personality. The system extends into signage, print, and storefront windows with a confident editorial restraint that lets the type and the product carry the brand. A clean reminder that independent retail still gets to look like itself. Source: BP&O