The ask: ForEyes wanted to disrupt the current eyeglass market. Many of their competitors were offering really deep discounts on less than average eyeware. The category was full of the same retail noise, just pushing product and price.
The insight: Show that eyeware is just as important as any other piece of fashion one wears. Good fit, good design, good brands are just as important as the prescriptions themselves.
The idea: Disrupt and demonstrate that bad glasses, poor fit, ugly designs, and cheap brands can haunt the way you look. For Eyes has the good glasses.