We developed internationally applicable design principles for Japan’s leading eyeglass manufacturer, JIN, based on the legacy of "form follows function." To make the brand more emotional we created content in line with the brand positioning "Magnify Life," which means seeing the beauty of the world in a different way. We used storytelling to connect product, people and individual experiences. Why is this new design so clean and well organized? The basis is a design grid, which is based on the average distance between a person’s pupils – resulting in proportions of 2:1.