Options Optometrists

A fresh identity for a growing optometry brand

The Objective

After successfully expanding Options Optometrists to eight stores in Western Australia, the company was preparing for its next phase—franchising nationwide. To support this growth, Options needed a refined brand identity, clear brand values, and a strong unique selling proposition (USP) to stand out in a highly competitive market.

‍

Dovetail was engaged to redefine the brand’s messaging and positioning, ensuring consistent communication across in-store, digital, and franchise materials.

The Solution

Through brand audits and market analysis, Dovetail identified "Choice" as the core USP—highlighting Options’ ability to let customers personalise their eyewear experience, from frames to lenses, coatings, and contact lenses. This insight led to the new positional tagline, "The Right Choice," reinforcing the brand’s commitment to customised eye care solutions.

‍

A modern, vibrant brand language was developed, incorporating trendy illustrations and iconography that reflect style, individuality, and choice. The in-store experience was also aligned with the new identity, emphasising the "Create Your LOOK" concept, which allows customers to design eyewear that fits their personal style.

The Result

Options Optometrists’ rebrand clarifies its unique selling proposition, strengthening brand messaging and market positioning as the company prepares for nationwide expansion.