Client: Options Optometrists

Project: Brand Identity  

Sector: Eye Care

The Objective

Following the successful growth of the Options Optometrists retail busIness in South Africa between 1998 and 2006, the directors opened in Perth in 2010 to test the retail concept  in Australia. The model has been very well received and there are now 8 stores operating in WA, well positioned as the 4th largest optometry chain after OPSM, Specsavers and Laubman & Pank. The next phase of growth is to offer franchise opportunities throughout Australia.

To prepare for this evolvement, Options asked Dovetail Brand Engagement to help them redefine their brand values and unique selling proposition (USP), to give a clear and consolidated message in a very competitive market. 

The Outcome

The Options rebrand has been welcomed and accepted by franchisees, employees and patients. The brand messages are being clearly communicated, in-store and online, and the Group is now ready to expand interstate with a clear direction and compelling branding easily distinguished from that of their competitors.



The Solution

Through a brand audit and analysis of the market, Dovetail identified the main single core USP of “Choice.” Options gives you freedom to create your own customised pair of glasses, from frames to lens type, coats and treatments, contact lenses and more. Patients are assisted with making the right eye care choice to always look and feel great; hence the new positional tagline “The Right Choice.”

A brand language combined with modern, trendy illustrations and iconography has been created. The additional value that Options provides customers with the ability to “Create Your LOOK” when stepping inside a store, is now conveyed effectively through the branding.

"Our business had come to a point where we needed to evolve and give a clear and consolidated message to our patients.  Any change is difficult, but Dovetail made what could have been a very stressful time, exciting and enjoyable. 
From a professional point of view, they made sure that they were clear on what we wanted to achieve, outlined the deliverables, were transparent on costs and delivered on time. I firmly believe that using them will make a significant difference to our business and to our bottom line. I would have no hesitation in recommending them."
Lance Schaffer, Managing Director