Bailey Nelson is a global eyewear and optometry brand with a strong identity built around playful, design-forward visual culture. In 2024, they invited their most creative store members to compete in designing a new range of lens cloths to accompany upcoming collection launches.
I was working as an Eyewear Stylist at Bailey Nelson in London, ON at the time and decided to try my hand at the challenge.
Colorway explorations across both designs — yellow, red, olive, green, navy, and teal backgrounds tested to identify the most versatile and on-brand options for production.
Being surrounded by eyewear daily, learning about vision, and watching the brand connect with people through something as personal as glasses shaped how I approached this brief.
The concept I landed on was community. Glasses are one of the few objects almost everyone shares a relationship with, they are intimate and universal at once. The first design turns that into pattern: a hand-drawn grid of frames in every shape, it's dense and rhythmic, with small moments of personality hidden inside they showcase the personality and character the brand infuses into it's frame design.
The second design shifts from the object to the experience; a field of expressive, illustrated eyes with a BN frames motif at the centre. One cloth design is about seeing. One about being seen.
Together they're meant to feel like what Bailey Nelson does best: a warm, playful celebration of the community that vision builds.
Both designs were chosen as the winning lens cloth designs for Bailey Nelson 2024 and entered production. They were distributed globally through Bailey Nelson's main giveaway cases beginning February/March 2024 and framed as display pieces in the London, ON store.
This project started as an internal competition with no prize announced. It ended with two designs in global production and my name on a product given to every customer.