Shpapi Vision
Branding · Social · Website · 2026 · 02/21Turning a club-night eyewear brand into a product-first storefront
Goal
Shpapi had outgrown its own store — prices roughly doubled, the range moved into daylight styles, the audience grown past the founders’ circle. Keep the script logo and the founder voice; rebuild the rest.
Challenge
The old site sold at night: black room, white serif, four $65 frames on a club backdrop. But that mood was the brand’s equity. Move it into daylight — lighter, not softer — without losing the regulars.
Outcome
Three things shipped: a rebuilt brand system, a set of social templates for the feed, and a fully custom Shopify storefront — editorial daylight in place of club neon. Live at shpapivision.com.
We mapped every page against how far the brand had come, marking each place the club styling competed with the job of selling eyewear.
What we found
- Product sat below the mood, several scrolls down
- Navigation assumed an insider who knew the range
- Thin product detail, little pricing context
- No obvious route to checkout
How the logo, type, colour and voice fit together.
Logo — primary
Three assets, one system. The logotype — “Shpapi” in Instrument Serif — is the primary lockup. The bird logomark is the compact companion for small sizes and photo overlays. The founders’ script is the heritage mark, kept as a signature.
FORMATS
SVG · PNG · PDF · EPS
Logo — the three marks
Logotype for the default — Instrument Serif, tight and editorial. Logomark where the wordmark won’t fit. The founders’ script is the one piece carried over from the original brand, kept as the signature.
FORMATS
SVG · PNG · PDF
Color — palette
Sky Blue
#AACCFC · Day · light accent
Vision Navy
#3F5575 · Type · headers
Camel
#785B4A · Secondary · sun-warmed
Espresso
#453B2E · Type depth · night
Cream
#FFF7F1 · Surface · warm light
White
#FFFFFF · Type · accents
Charcoal
#1A1A1A · Card surfaces
Black
#000000 · Night · the old ground
The daylight palette that replaced the club-night black room. Cream ground, navy and espresso for type; sky and camel carry the light.
Typography
Aa
DISPLAY · INSTRUMENT SERIF
Aa
BODY / UI · FIGTREE
Instrument Serif — display, for headlines and section headers; tight structure without shouting. Figtree — body, UI, navigation and product copy; the neutral sans that keeps the store functional. On the storefront Cormorant joins Instrument Serif for centred editorial headlines, and Times carries plain running copy.
Typography — scale & hierarchy
Mascot / character
A bird mid-flight, cut as a single silhouette — the brand’s one character, and the same mark that serves as the logomark in § 02. It doesn’t pose or emote; it stamps — small and scattered across the photography, always at 36°.
Always 36° — never re-drawn, outlined or mirrored. On photography it runs cream, white or sky with a soft drop shadow for legibility; on light grounds, solid black, no shadow.
Iconography & graphic elements
Cut from the mascot: hard polygons, zero corner radius, no outlines. Splayed slashes carry the detail — the same device as the bird’s wingtips — and the only curve allowed is its eye. Motifs come from the brand’s own world, not a UI library. Drawn for this system; not yet shipped to the store.
BRAND GUIDELINES — SHPAPI VISION
We kept the script wordmark and the founders’ voice and rebuilt everything around them: warm cream, sky and navy in place of the black room; Cormorant and Instrument Serif for headers, Figtree for the UI; every page reordered to lead with the product, in daylight instead of night-out atmosphere. The same system runs the feed — one template set drops Collection 3, the wordmark and the bird mark onto any shot — and the whole thing ships on a fully custom Shopify theme.
What changed
- Warm cream / sky / navy in place of the black room
- Type rebuilt: Cormorant + Instrument Serif for headers, Figtree for UI
- Every page reordered to lead with the product
- One template set keeps the feed on-brand between launches