TO LAUNCH INSPIRA EGC STARTED FROM SCRATCH.
First, we came up with a series of names and then partnered with Google to host a survey to get consumers’ opinions. After deciding on the name “Inspira,” we developed an original concept: To help purposely differentiate the brand, a model was created out of bright, watercolor paint instead of through traditional photography. The idea was to commission an artist to illustrate models in colorful ways, who would then have the physical frames placed on the drawn face. We chose this artful direction, because the design of the frames was artistically-based, having been created by Frederic Beausoleil, a passionate sculptor and fashion innovator. It was a brand communications idea that came right from the soul of the product. True inspiration, yes?