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.









CREDIT
- Agency/Creative: What The F Studios
- Article Title: WTF! Studios Crafts A Bold Visual Identity For Que Eyewear, Backed By Shikhar Dhawan
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: India
- Agency/Creative City: Pune
- Market Region: Asia
- Project Deliverables: Brand Creation, Brand Design, Brand Guidelines, Brand Identity, Brand Mark, Branding
- Industry: Fashion
- Keywords: Identity & Branding, Lifestyle & Fashion, Eyewear
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Credits:
Design & Creative Direction: Neha Garg Dwivedi
Project Manager: Anadi Dwivedi