BP&O’s read on the LA studio’s identity for the eyewear brand is that it is, at a glance, all over the shop — swinging between antiquey nostalgia, dusky-pink girlishness, and lo-fi camcorder video art direction with no obvious throughline. The argument is that identity design often fails the instant test and works only once it has had room to live and breathe, and that this one eventually makes sense. A useful case for judging a system by its accumulated behaviour rather than by any single asset.

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