McOptic: Rebranding and new marketing campaign by CR Basel

Optician McOptic is renewing its brand design and 70 stores in Switzerland. The rebranding follows the acquisition by VisilabGroup in 2019 and is already visible in all stores, on the website and in the marketing campaign realized by CR Basel.

Editorial - May 18, 2021

Planning for the rebranding had already begun in the fall of 2020 under the leadership of Sebastien Rossini, the new CEO of the Visilab Group since September 2020. The process was completed in mid-April 2021, with the logo and the different design elements being renewed and implemented in the stores, on the website and for the advertising campaign.

Reference to Switzerland, contemporary positioning

The new logo and corporate design in-house was implemented by McOptic's marketing team. The traditional primary colors of McOptic red and white, which represent the Swiss reference, were retained. The font and logo were adapted to those of the parent company GrandVision. Newly, the McOptic logo includes the so-called "Caring Eye", which stands for GrandVision's brand promise: care, transparency, attention to detail, and high-quality and affordable services.

Switzerland looks through" advertising campaign

The rebranding has been implemented since April 26 and will continue until June 19, 2021, with a marketing campaign under the motto "Switzerland looks through" in all three language regions. The Basel-based agency CR Basel is responsible for implementing the campaign. The campaign is designed to appeal to all age groups and clearly communicate the pricing.

New in-store experience

McOptic's new store design with lots of light and light wood is intended to combine transparency and technology. According to McOptic, digitization is at the heart of the customer experience. With touch tablets and an omnichannel strategy, customers will be able to view the complete range of products both offline and online and try them on using virtual try-ons.

A new, clearer and more direct pricing system has been introduced in the stores, which is now "all-inclusive". The price tag offers an all-inclusive price in each case that includes both corrective lenses and spectacle frames. McOptic has therefore also completely renewed its website. According to the company, this has become all the more important because during the Covid 19 pandemic, customers have shopped online all the more for security reasons. In addition to the existing services, such as the online appointment or the store finder, it is now also possible to view the complete range online and buy glasses in the desired prescription.