Case StudyNov 24, 2025

Awake Studio creates a refreshed identity that evolves Spectacle while honouring its core

Written by David Taylor RGD, Awake Studio

Context

Over 25 years ago, Spectacle was founded with a clear vision: to showcase the most influential eyewear and sunwear brands from around the world. Since then, it has grown into a trusted name in Toronto, with three locations and a loyal clientele who seek out not only inspiring design but also world-class customer service.

To mark this quarter-century milestone, Spectacle underwent a refresh of its visual identity—one that reflects how the brand has evolved while staying true to its core. Since its opening many years ago, the terrain of eyewear stores has changed considerably, evidenced most clearly by its Queen West location, which is now surrounded by eyewear options. This was an important part of the rebrand: to stand out from the competition and (re)establish Spectacle as an original. An audit of its competitors led us to create an identity with more personality, anchoring Spectacle as a premium option—most evident in the brand’s photographic direction.

Process

At the foundation of the new identity is a timeless, design-forward wordmark paired with a monogram inspired by the motion of a blinking eye. This symbol is both elegant and expressive—a nod to the act of seeing and being seen.

Spectacle’s new identity bridges the past and future of vision, capturing the art, science and style of seeing the world clearly. Since Spectacle was one of the first premium eyewear experiences in Toronto, we wanted a photographic style that nodded to the past while also paving a path to the future.

Interesting project detail

Central to the refreshed look is a distinctive multicoloured gradient, sourced from a centuries-old painting created during the same era when spectacles were invented in Italy (1286 AD). The blurred imagery evokes how people once saw the world before corrective lenses—a poignant reminder of the essential role eyewear plays in modern life. This gradient is a heavy-lifting element in the visual system and its diverse palette allows for ongoing use without feeling overdone or stale.

Collaborators

The photography for the brand was essential to creating an impact with Spectacle’s existing clientele, as well as standing out from the competition.

The last photoshoot/look book that Spectacle created was almost ten years ago, so this was an opportunity to remind clients of the range of frames the brand carries and to (re)establish Spectacle as the foremost optical store in the city.

The two contrasting, but complementary photo styles were created for multiple reasons. The intent of the desaturated images is to nod to the past and acknowledge Spectacle’s long-standing presence in the eyewear retail community. The full-colour portraits are an exercise in character studies—from glasses to hair to wardrobe—intended to resonate with the diverse demographic that frequents Spectacle’s three locations. When used together, there’s a charm and authenticity that feel unique to the brand and reinforce Spectacle’s design-forward stance.

Credits:

Photographer: @carlylerouth
Studio: @theprimrose.ca
Wardrobe Stylist: @nadiapizzimenti @p1magency
Hair and Makeup: @brittany.sinclair @p1magency
Assistants: @kevinsbryan @jennamacdermaid

Models

Osa: @0sa0basuyi @dulcedomodels
Parker: @parksandersson @elitetoronto
Mackenzie: @_mackenzieduffy_ @spot6management
Mella: @spot6management

David Taylor RGD

Awake Studio

David has been working in the industry for 20+ years, having originally been bitten by the creative bug at Queen’s University where he studied visual arts and art history. He has been fortunate to name some of Canada’s top advertising and branding agencies as former employers, which include TBWA/Toronto, Cossette, TAXI, and Interbrand. His work on various major brands has been recognized by Cannes, Communications Arts, the National Advertising Awards, the Art Directors Club of Canada, Lotus, Coupe, and Applied Arts, amongst others. His work spans graphic design to creative direction and every type of project from brand identity to advertising campaigns and everything in between. It is his mandate to create a unique and strategically sound visual manifestation of each brand he works with in order to create consumer impact with each and every communication. In addition to working in the industry David has also helped to mold the next generation of creative minds. He worked as an Associate Professor at OCAD University from 2009 to 2012. He is currently the Principal/Creative Director at Awake Studio.