Cultivating a cult

Business challenge

Cubitts are spectacle makers, established in King’s Cross in 2013. Each frame is handmade from the best materials. They’re designed to last and constructed to be repaired and renewed rather than thrown away. Resolutely modern in outlook, Cubitts believe good service never goes out of date. An approach that has earned them an enthusiastic and loyal customer base.

With aggressive global expansion plans, they needed a brand idea to engage, excite and retain new and existing customers.


Shopping for spectacles should be enjoyable. Typically it isn’t. Customers are bamboozled by overwhelming choice, confused by pricing and unnecessarily upsold by unscrupulous sales people.


Create a positioning that’s memorably different and far better than any other spectacles retailer, anywhere. From the moment the customer discovers the brand, to choosing their frames, to trying on their spectacles for the first time – we wanted the customer experience to become famous, and cultivate the cult of Cubitts.