Until New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At No. 6 in Print/OOH/Design, Wieden & Kennedy Tokyo delivered yet another example of how agency innovation isn't limited to advertising alone. W&K partnered with specs retailer Oh My Glasses to create a product that had typography and design fans gushing - a line of eyeglass frames based on popular typefaces. They launched the product last year but built it out in a big way this year with many more designs.
Last year, Wieden & Kennedy Tokyo teamed with online retailer Oh My Glasses to launch typefaces for your face. The series of eyeglass frames dubbed "Type" were inspired by popular letterforms, including Helvetica and Garamond, even available in different weights of Light, Regular and Bold.
The agency has expanded the line and just debuted new models, drawing from the Eurostile, Optima, Friz Quadrata and Serif Gothic typefaces. The agency explained in a statement that the Eurostile model, inspired by the Italian-created typeface, aims to give a "warm and friendly impression," while Friz Quadrata evokes "drama" and pulls from a typeface widely used in government bodies and universities. The '50s-era Optima represents modern yet classic features and was inspired the epigraph at the Basilica di Santa Croce in Italy. Serif Gothic is designed for those looking for something simple, yet unique.
According to the agency, the brand was originally inspired by the "similarities between the function and design of typefaces and glasses." All the models are available as glasses or sunglasses, in a choice of black, tortoise or clear. The specs are handcrafted in Sabae city, known as the home of Japanese eyewear craft. They are available through the Type website and at the Oh My Glasses website and flagship at Shibuya's Loft department store. The agency will also be opening a Type popup store at the 1LDK Aoyoma Hotel in September.