Editorial Design

Klar Looks 2017

Klar is an optician that offers an extensive range of eyewear. Every member of the team loves their job as well as the products they sell and wants to reinforce Klar’s position as a premium retailer. This is why, each season, Klar presents its latest frames and models in an elaborate lookbook. When putting the lookbook together, the glasses are photographed according to a specific theme in a special location, and are presented in an artistic manner.

The assignment

To devise and design a quality lookbook for presenting the company’s current range of eyewear.

Our services

Artistic direction, editorial design, illustration, typeface development

VISUAL CONCEPT

Clear as daylight

 

For this year’s lookbook, we flew to Tenerife with photographer Florian Schüppel and Die Zeit editor Nina Piatscheck. At the hotel pool and on the beach at Playa de las Américas, we focused on casting package holiday tourists to model the frames sold by Klar. This spontaneous approach led to some great shots of participants who were the very definition of ‘un-made-up’.

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TYPEFACE DEVELOPMENT

Taking shape

 

Along with the illustrations, tones and designs, a special typeface, Klarial, was exclusively created to further  emphasise the unique character of the lookbook. This typeface – which is as original as the people modelling the frames – makes quite the impression thanks to its sheer variety of shapes, which complements the diversity among the featured package holiday tourists.

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yeaaaaah
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