Ray-Ban targets the “cool and young” demographic, but what if they really dug into their history?
I took this angle when redesigning the Ray-Ban site because I wanted the process to be focused on creating new ideas, rather than touching-up existing elements. I also felt the angle could revitalize Ray-Ban as an exciting brand because of its history, not because of the marketing. The goal was to tell the story that already existed, but wasn’t being shown.
The visual system became sharp and sophisticated, targeted to the “put together father” that wants a pair of sunglasses that will last through generations. Subtle details, like gradients on the product cards or thin stroke outlines, create the feeling that the site is old, without looking outdated. It mimics weathered paper, or even nods to the skeuomorphism of the 2000s (heritage within UI design).
The color palette, type, and elements are less abrasive than Ray-Ban’s current look. Speaking in a way that rewards the user for spending time with the site, caring about details. The loud and bold choices of the current design fail to reward a closer look. And that’s the key point with a historic brand, you don’t want every user to appreciate it the same, you want advocates who know your story and who feel appreciated when they can notice it shining through.
See the live Figma site.
