Oxford & Kin
A clinically rooted eyewear brand built from the ground up
WHAT WE DID:
Brand Strategy • Messaging • Visual Identity • Identity Guidelines • Photography Direction • Packaging Direction • Shopify Website Design • CRO • Email Capture
SECTOR:
DTC/Eyewear
Oxford & Kin began with a clear point of view: eyewear created by an optometrist, designed for real life, and committed to giving back. Our mandate was to articulate that story, build a distinctive identity, and translate it into a fast, trustworthy shopping experience.
The Problem
Turn a clinically grounded origin into a brand people can feel—not just read about.
Make the give-back mission simple and credible at a glance.
Reduce friction on mobile product detail page → cart → checkout without losing the brand’s calm, premium feel.
Our Approach
Brand first. Then every touchpoint carries it.
Brand platform. We framed the story around three pillars: Clarity (clinical rigor), Craft (materials and design), Care (social impact). Voice and headlines use plain English to explain benefits and mission.
Identity system. A modern wordmark, quiet color palette, and roomy typography to signal confidence and ease.
Photography & packaging direction. Natural-light product and on-model shots with negative space for badges and copy; clean packaging hierarchy that keeps species-style details (frame name, fit, lens options) legible at shelf and in thumbnails.
Ecommerce UX/CRO. Intent-led navigation, clearer lens explanations, sticky actions, trust badges near CTAs, gentle AOV upsells, and list-growth moments—exactly where they help.
Content patterns. Fit notes, returns, and care written for humans first; microcopy that prevents errors instead of scolding for them.
Founder’s Story
Founded by optometrist Dr. Harbir Sian, Oxford & Kin set out to take eye-care expertise beyond the clinic and into a brand people could trust every day. The mission pairs high-quality frames and lenses with a concrete give-back: supporting eye exams and glasses for people who need them.
What We Made
Brand strategy & messaging kit (positioning, pillars, headlines, elevator copy).
Visual identity & guidelines (logo/lockups, color, type scale, spacing, icon style).
Photography guidelines (on-model, three-quarter, macro; crops for PDP, thumbnails, and ads).
Packaging direction and label hierarchy that echoes the site’s content model.
PDP template with fit notes, lens explainer, FAQ, and sticky Add to Cart.
Cart/checkout microcopy that simplifies choices and lowers anxiety.
Email capture & flows (welcome, post-purchase care tips, re-order reminders) aligned to voice.
Outcomes
A cohesive brand that connects clinical credibility with a modern, lifestyle presence.
Cleaner shopping flow and reduced decision friction on mobile PDP and checkout.
AOV lift via tasteful add-ons and free-shipping nudges.
The brand’s social mission is instantly legible: each purchase supports eye care access through partner programs.
Post-launch, Oxford & Kin continued to grow and later joined Lensbox Canada, expanding reach and operations.
Project Facts
Client: Oxford & Kin
Role: Brand strategy, visual identity, photography & packaging direction, ecommerce UX/CRO, content & microcopy, email capture
Platforms: Mobile-first ecommerce
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