Morgenthal Frederics

Founded in 1913 as Frederics Opticians in New York City, Morgenthal Frederics is the leader in independent luxury eyewear, a century-old institution that pioneered the use of natural buffalo horn in frame-making. Every heirloom-quality piece is made by master artisans in Germany over hundreds of hours, pressed and sculpted from ethically sourced materials into objects of rare and lasting distinction.

Despite a rich history and unmatched craft, the brand had grown stagnant, its visual identity no longer reflecting the quality and individuality at the heart of its work. de.MO was brought in to reposition and refresh the brand, luxury brand identity, and visual communications work that began with a new mission and brand essence: to celebrate eyewear as the ultimate expression of individuality. That philosophy, already embedded in the product, became the foundation for every design decision. We revamped all visual communication touchpoints across the brand, from holiday and direct mail campaigns to window displays and trade booth design, creating a cohesive and considered luxury brand identity system that matched the ambition and caliber of the eyewear itself.