Frame — Optical Salon
See more. Express yourself.
Frame is a boutique optical salon located in one of Warsaw’s elegant residential districts. More than just a store, it combines an optometry practice, a curated selection of high-quality eyewear, and a welcoming meeting place. It was designed as a refined space where people can not only care for their vision, but also enjoy an atmosphere of comfort and elegance.
Client
Frame Optics
Services
Brand Identity
Communication
Web Design
Art Direction
Słowiński Paweł
Challange
Our main challenge was to build recognition and establish a distinctive character for the brand. From the very beginning, Frame was meant to be both design-driven and elegant. This direction stemmed not only from the founders’ vision, but also from the design of the eyewear itself and the premium neighborhood where the salon would be located. We wanted the brand to become a safe haven — a place where people take care of their eyesight while also feeling inspired and at ease.
Concept
The brand was born from three guiding ideas: self-care, expert knowledge in vision, and a passion for great design. From these principles emerged the symbol of three circles, a visual foundation for all further materials. We knew the identity needed to feel unique, but at the same time approachable — positioned not as exclusive luxury, but as accessible premium.
Solution
We developed a custom typography system in which the highlighted word ME within the name placed self-care at the heart of the brand. The emblem combining the three core ideas took the form of a prism — a direct nod to optics. The visual system was completed with earthy, elegant colors and timeless, minimal typography that underlined clarity and sophistication.
Result
The outcome of our collaboration was a scalable logo system, fully detailed in a comprehensive brand book, paired with a cohesive typographic language and social media templates. The project culminated in a website integrated with a simple e-commerce module built on WordPress — intentionally designed to be intuitive and user-friendly, as online sales were a secondary focus for the brand.
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Słowiński Paweł | Creative Design & Direction
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