Mrs&Mr built Pair Eyewear a mix-and-match identity as customisable as its snap-on frames

Pair is a direct-to-consumer eyewear startup selling one $60 base frame with prescription lenses plus hundreds of snap-on 'tops' that transform it into sunglasses or a different shade. The design directive was to build the brand's positioning on a distinctive identity carrying joy and optimism — 'One Pair, Infinite Style' — across product experience, packaging and communications.

Mrs&Mr rebuilt every touchpoint on a style guide of bold typefaces, colour swatches, doodles and design rules that combine into a custom Pair look; patterned backgrounds resembling fabric swatches work alone or stack; assets ship as square, social-ready static ads and stop-action gifs. Photography by Henry Hargreaves, art direction by David Zoppi.

The source records no measurable results. What it produced is one coherent look across product, packaging and social built to recombine endlessly like the frames themselves — a deliberate contrast with the category's sleek, serious, muted defaults.

In October 2022, creative company Mrs&Mr unveiled a full redesign for Pair, the direct-to-consumer eyewear startup whose product is one $60 base frame — prescription lenses included — with hundreds of snap-on 'tops' that turn it into sunglasses or a completely different shade. The brief was to differentiate Pair from 'other trendy brands in the category' with a visual identity imbued with what the studio called an infectious sense of joy and optimism, under the line 'One Pair, Infinite Style.'

The system covered the product experience, packaging and communications: bold typefaces, colour swatches, doodles and patterns that combine into a custom look; patterned backgrounds that resemble fabric swatches and can stand alone or stack; square, social-media-ready static ads and stop-action gifs. The device is that the identity behaves like the product — mix-and-match pieces, infinite combinations.

Pair co-founder and co-CEO Sophia Edelstein said the rebrand 'perfectly encapsulates' the mission of bringing 'more joy, personality and choice to the glasses-buying experience.' Mrs&Mr co-founder and CCO Kate Wadia framed the insight: 'Wearing the same glasses everyday can feel dull — like wearing a uniform.' The bright, active look cuts against an eyewear category that falls back on sleek, serious, muted branding.

The identity is a mechanical copy of the product: snap-on tops become snap-on design elements, so every brand asset demonstrates the selling point.

Emotion is the differentiation strategy — joy versus the muted minimalism every trendy eyewear brand shares.

It shows a small DTC brand buying a system rather than a logo: rules that generate endless social-first assets from one kit.

Identity can borrow its logic from the product: if the product is infinite recombination, let the design system recombine too — and joy differentiates in a category defaulting to sleek minimalism.

Pair continued selling nationally as a DTC brand on the 'One Pair, Infinite Style' positioning, which its co-founder called the visual evolution of the brand as it grows. The source records no measurable outcomes from the rebrand.