Kind regards for Misenso: "Success story for which you don't need glasses".
Misenso, the Migros specialty store for optics and hearing acoustics, is the fastest growing optician in Switzerland. Since the beginning, Misenso has collaborated with the Zurich agency Freundliche Grüsse for branding, design and communication. Now a private label has been created - and Freundliche Grüsse has designed the corresponding campaign.
Misenso, a Migros startup, came up with a plan in 2020 to turn the market for optics and hearing aids on its head. Throughout Switzerland, affordable (designer) eyewear, high-quality hearing aids and first-class service are to be offered to everyone. All this directly in Migros stores.
At the beginning not a single store - today already 16
Over the past three years, Freundliche Grüsse has given the brand its own identity. The focus is on clear, reduced branding. At the same time as creating and CI/CD, including typography and color palette, the agency also designed the POS concept and the color scheme for the stores. There are now over 16 specialty stores - Misenso has grown rapidly.
Unconventional marketing strategy pays off
Competition is fierce, especially in the eyewear sector. This makes it all the more important to communicate in a different way. While the optical industry relies on models to present its eyewear, it has opted for a different approach: Namely, not to show faces, but to go directly to the product and to gain attention with headlines. Every month, the agency is responsible for new communication waves that are used online, in print and in the stores.
New private label Misenso
While the assortment in the field of eyeglasses and hearing aids includes various brands, a new own line Misenso collection was recently designed. Due to its affordable prices, Misenso gives everyone access to modern eyewear design. This is also conveyed in the campaign with a wink: The glasses are for "Giorgio & Armando", "Yves, Saint and Laura", also for "Coco & Chantal".
Responsible at MiSENSO AG: David Resch (Managing Director), Désirée Poffet (Head of Marketing), Matias Lopez (Marketing Manager). Responsible at Friendly Greetings AG: Samuel Textor, Pascal Deville (Creative Direction), Laura Leuenberger (Art Direction), Seraina Meier (Graphics), Christian Stüdi, Julian Riegel (Text), Marion Schwager (Consulting).
