A prescription specs brand that’s not dry and boring? Mother Design had some ideas for Jumbo Shrimp

Mother Design’s lively and spirited brand identity for Jumbo Shrimp – a company specialising in affordable, sustainable and optician-approved eyewear – brings a feel-good factor to the landscape of prescription specs and frames. While eye health and sustainability need to be taken seriously, there’s no need for sunglasses to feel too serious. The London-based team at Mother Design chose to revolutionise the narrative, focusing on making eyewear a fun category, while simultaneously infusing a sense of high-quality fashion into the affordable eyewear category. The resulting identity is a refreshing blend of unpretentiousness and fun. At the core of the brand system is a playful logo, characterised by its quirky letterforms – customised from ABC Dinamo’s Maxi. “We loved how the forms in Maxi resembled some of the geometry found in eyewear and pushed these in our alterations,” explains Design Director Alec Mezzetti. “The result is a mark that feels eye-catching and distinctive in a market that can often feel self-serious.” Complementing the logo is a set of bold, distinctive graphic illustrations created by Ikki Kobayashi, which weaves in a marine theme – a thoughtful gesture that aligns perfectly with Jumbo Shrimp’s staunch commitment to eco-responsibility. “We wanted to steer clear from the predictable codes of sustainability and bring the brand into an unpretentious, feel-good space, while using our illustrations and unusual naming to nod to our sustainable ethos,” Mezzetti adds. The brand’s colour palette is another testament to its fun and youthful spirit, capturing the viewer’s attention with its array of bright, zingy hues and timeless greyscale foundation.