Stepper was founded in 1970 by Hans Stepper in Stuttgart, Germany, to design and create the best eyewear products in the industry. Since its inception, Stepper has been known as the world’s leading human-centered German eyewear label, with its philosophy of “German design”, professional quality and intellectual empathy.

Stepper Custom-Made is a brand independently operated in the China market, with its brand DNA of combining German bloodline, humanistic and artistic traditions, industry-leading research standards, artisanal skills and top quality materials in eyewear design, and emphasizing the business concept of personalization and smart wearable devices for the China market, presenting a more youthful and technological image.

Working closely with the marketing agency of Stepper Custom-Made, we designed the visual identity for the brand. The graphic branding needed to reflect the artistic, modular, young, and tech-driven vision across many digital and physical applications.

We designed a new logotype inspired by the typeface of the name on the signage of Stepper’s first historical store in Germany, and a series of supporting iterations for the brand to work across the vast array of touch points from digital applications to packaging, advertisement and trade show. Also, We designed a modular product line identity for the brand to help it present the different types of eyewear in a more professional and clear manner.

Inspired by the way people wear eyewear, we also added a supporting visual symbol to Stepper Custom-Made that is fun and flexible enough to interact with various messages in both online and offline applications.