BRILLE?

Before British Airways, Tesco, and countless others dropped their logos, there was Fielmann. Germany’s largest optician had gone quiet —despite selling every third pair of glasses in the country. We brought the brand back to the spotlight by tapping into something everyone already knew: Glasses? Just one word, playing on their iconic claim Glasses: Fielmann, was all it took to spark instant recognition. One simple word was enough for the audience to immediately to complete the brand’s claim in their heads.

^{Agency: Mother
Shot by Christian Werner}