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America's Best Unveils Major Brand Transformation: VML Relaunches Eye Care Retailer's Identity with the Powerful Message "Every Eye Deserves Better"

1. America's Best launches a significant brand transformation with a new logo. 2. The tagline 'Every Eye Deserves Better' emphasizes affordable eye care. 3. The rebranding aims to appeal to both new and existing customers. 4. Media campaigns will run across major platforms to maximize reach. 5. This initiative aligns with National Vision's mission of accessible healthcare.

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Why Bullish?

The comprehensive rebranding could enhance customer engagement and sales, similar to previous successful campaigns in retail transformation, such as Starbucks' refresh in 2011, which resulted in increased customer footfall and revenue growth. EYE's focus on affordability may attract more budget-conscious consumers, providing a competitive edge.

How important is it?

The article outlines a major strategic change in branding that could significantly influence consumer perception and purchase behavior. Such developments are crucial for EYE in a competitive market, suggesting a strong likelihood of improved financial performance.

Why Long Term?

While immediate effects may take time, the enhanced brand identity can foster sustainable growth and customer loyalty, similar to how Target's rebranding in 2000 paid off over several years, leading to consistent sales increases.

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Brand's fresh, joyful new look designed to appeal to all Americans, conveying affordable access to high-quality eye care, /PRNewswire/ -- America's Best, a retail brand of National Vision Holdings, Inc. (NASDAQ: EYE), is excited to announce today a monumental visual brand transformation that promises to continue redefining accessible eye care across the nation. In collaboration with creative powerhouse VML, America's Best has embraced a bold renewal – unveiling a new logo, a new brand platform and a complete brand identity overhaul that will captivate consumers across all media touchpoints. “These Eyes” 60-second commercial Introducing America’s Best A vibrant new visual design system New photography that captures authentic everyday moments Examples of branding in action on social media See the before and after Experience the full interactive Multichannel News Release here: https://www.multivu.com/national-vision-holdings/9349651-en-americas-best-every-eye-deserves-better The new rallying cry, "Every Eye Deserves Better," is a declaration of what America's Best stands for: providing access to affordable comprehensive, high-quality eye care and stylish frames – without sacrificing expertise or value. "This isn't merely an ad campaign; it's a complete reintroduction of the brand, a statement of our unwavering commitment to the health and well-being of every American's eyes," said Joe VanDette, Chief Brand and Marketing Officer at National Vision. "We believe all Americans, regardless of their budget, deserve better care when it comes to their sight – a thorough exam with a caring doctor and a fantastic selection of eyewear. We're proving exceptional service and value can coexist without compromise."The visual identity of America's Best has been completely reinvented. Gone is the familiar flag logo, replaced by a sophisticated yet approachable "AB" acronym brand mark and a vibrant new visual design system. This bold evolution cleverly weaves in nods to America's Best's heritage, with a fashionable reinterpretation of American stripes and colors, and even a playful homage to its signature owl mascot.Building upon the visual identity, the launch film takes viewers on a colorful journey through the lives – and eyes – of Americans. Complementing this, the brand's social media channels and website will feature photography and video that captures the human, joyful and authentic everyday moments where clear vision truly shines. This energetic look and feel is designed to appeal to both existing and new customers and patients."Through our work for America's Best, we wanted to make people think for a moment, on a very human level, about all the ways their eyes deliver for them," said Tom Murphy, Chief Creative Officer at VML US. "'Every Eye Deserves Better' powerfully puts the 'care' in 'eye care' that America's Best believes everyone should receive."Media for this transformative launch is being handled by Spark and Rise airing across major cable and streaming platforms including Disney, Tubi, YouTube and Google. About National Vision Holdings, Inc.National Vision Holdings, Inc. (NASDAQ: EYE) is one of the largest optical retail companies in the United States with over 1,200 stores in 38 states and Puerto Rico. With a mission of helping people by making quality eye care and eyewear more affordable and accessible, the company operates four retail brands: America's Best, Eyeglass World, and Vista Opticals inside select Fred Meyer stores and on select military bases, and an e-commerce website DiscountContacts.com, offering a variety of products and services for customers' eye care needs. For more information, please visit www.nationalvision.com.About VMLVML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is celebrated for its innovative and award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. VML is recognized as a Leader by Forrester Wave™ reports for Commerce Services, Marketing Creative and Content Services, and is a Strong Performer in the Forrester Wave™: CX Strategy Consulting Services. It was also named a Leader in IDC MarketScape: Adobe Experience Cloud Professional Services and a Visionary in the Gartner Magic Quadrant for Digital Experience Services. VML's specialist health network, VML Health, is also one of the world's largest and most awarded health agencies. VML's global network is powered by 26,000 talented people across 55 markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X #WeAreVML.Media Contact:[email protected]Rebecca Sullivan[email protected]SOURCE National Vision, Inc. WANT YOUR COMPANY'S NEWS FEATURED ON PRNEWSWIRE.COM? 440k+ Newsrooms & Influencers 9k+ Digital Media Outlets 270k+ Journalists Opted In

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