What The F Studios had the exciting opportunity to partner with Que Eyewear, a bold new entrant in India’s fashion eyewear segment, co-owned by celebrated cricketer Shikhar Dhawan. Our objective was to develop a distinctive, memorable, and versatile brand identity that would visually articulate the brand’s unique market positioning — premium yet accessible, fashion-forward yet timeless, bold yet minimal.

The brand name itself inspired the design — the letterforms “Q,” “U,” and “E” were thoughtfully integrated into the lens, stem, and side view of eyewear, forming a logo that is as symbolic as it is striking. A refined palette of browns, classic black, and crisp white evokes sophistication while remaining youthful and accessible.

To balance elegance and approachability, we paired modern Sans Serif fonts with a decorative Serif, ensuring clarity across digital, print, and retail experiences. The design system spans packaging, social media, and in-store elements- creating a cohesive, scalable identity that reflects both function and fashion.

This new identity positions Que Eyewear as a premium yet accessible choice in a competitive market. The logo’s integration with the product form has strengthened brand recall, while the clean, aspirational aesthetic has enhanced perception and consumer trust. With a strong digital and retail presence, Que now resonates with fashion-forward individuals seeking style, substance, and distinction- bridging the gap between affordability and luxury.