Handcrafted in Syros island, these sunglasses ruled our hearts... and the world.
Back in May 2013, we created a unique brand, marketing plan and brand strategy, in an holistic approach. Finding the proper way of funding this endeavour, was also in our tasks. The very first large scale crowdfunding of a greek product was born. Xylo wooden eyewear branding was designed with a holistic design approach, from the logo to packaging and integrated marketing communications, to product design and user experience. Authenticity, locality, handcrafted artefacts’ principles and Mediterranean identity in mind, led the branding process. By using the word ”Xylo” (Greek for ”wood”), the essence of the artefact became clearer
The Xylo wooden eyewear logo, was carefully designed to remind different cultures. By using the word ”Xylo” (Greek for ”wood”), the essence of the artefact became clearer. With adding the intonation mark above the letter ”y”, the Greek origin of the word was established, characterising thus the brand, the locality and the product itself. The logo was also designed to resemble Arabic typography, in order to incorporate elements of all Mediterranean cultures into the brand. By refining it, was made to resemble Gothic and medieval writing styles, making it thus, familiar with the majority of the European cultures and Mediterranean people.
The frames of Xylo wooden eyewear were designed, fabricated by hand, and assembled in Syros island, in the middle of the Aegean sea. As a mark of the land of origin, we adopted the coordinates of the island and specifically the ones from the workshop at the Lagkada village, right out Hermoupolis city (the capital of Cylcades region and the main city of Syros). Thus, the locality essence became even more present and this message actually intrigued the viewer to search for this location.
Following this mindset, every picture taken during the photoshoot of the Spring / Summer collection 2013, was stamped with the coordinates of the area that were took. Accordingly all the events, labeling of landmarks and events, were marked as such.
By combining design elements from different places around the Mediterranean, a unified result emerged. Based on the interconnections of the cultures living by the sea. Recalling elements to their memory, we managed to create a true, original and humanistic brand image to accompany the product and spread the message across multiple platforms.
Xylo wooden eyewear were born in Syros island, in the middle of Mediterranean sea and were craving for the sun.