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Mireye — a woman in white Mireye frames among green leaves, from the brand’s photography

Case study · Mireye

Brand identity and a storefrontbuilt around the buying decision.

Brand identity, art direction and Shopify storefront for a Portuguese eyewear maker. Spec order, photography and product page rebuilt around the buying decision.

Client
Mireye Shades
Year
2025
Services
E-commerce · Shopify · Brand Identity · Art Direction

01 · The brief

This wasn’t an e-commerce site.It was a hierarchy decision — every spec, every photo, supports the purchase or distracts from it.

Mireye came to us with handmade Italian acetate, ZEISS® lenses, crafted in Portugal — and no digital presence. We built brand and store from the ground up: product photographed as object, swatches surfaced in the grid, spec order rebuilt around the buying decision.

The Mireye logo
Mireye packaging: the sage case with the mark, an orange booklet and a pair of frames on cork
Mireye packaging: the sage case standing beside a deep green booklet
MIREYE — handcrafted in Portugal, engraved on the temple of a black frame

The mark on the case, the booklet and the temple of every frame — one identity from the box to the browser.

02 · One model, many colours

On most stores the range hides one click deep.Here it sits in the grid.

Every Mireye frame ships in multiple acetates — but on most stores that range hides behind the product page, and a customer scanning the catalogue can miss it entirely. We surfaced colour variants in the grid itself.

Air, HoneyAir, Light BlueEmmy, BlackEmmy, CokeCosmic, BlackCosmic, HoneyCosmic, TortoiseKalahari, CherryKalahari, Desert AmberKalahari, BlackKalahari, Cherry Matte

Kalahari · Cherry

Try the range

Air

Emmy

Cosmic

Kalahari

On the storeHover any frame and the swatches cycle in place.
The Shades collection on mireyeshades.com: eight models, each with its swatches under the photograph
The collectionThe full range stays scannable from the homepage, without leaving the grid.

03 · The storefront

Eyewear with a point of view,before a single product is clicked.

The homepage carries the brand’s first impression. Editorial typography, restrained colour, product photographed as object — not as model accessory.

Scroll inside the page

The mireyeshades.com homepage from top to bottom: the hero, the shades grid with swatches, the rituals band, craft, ZEISS lenses, the optician partner and the newsletter
Desktopmireyeshades.com, captured 23 Oct 2026.
The mireyeshades.com homepage on a phone, top to bottom
PhoneThe grid becomes one frame at a time, swatches under each.
The Kalahari product page: the frame first, then colour, lens, engraving and the add-to-cart

04 · The product page

The frame first.Then what the customer asks, in their order.

  1. Material
  2. ZEISS® lens options
  3. Colourways
  4. Price

Not the order a CMS happens to render them. The path to checkout is short because the decision is supported, not pushed.

05 · The lookbook

Same eye, same hand,no agency between us and the frame.

Photography end-to-end, in-house. Studio shots for the catalogue; lifestyle for the brand voice; close-ups for the craft.

Mireye frames worn outdoors, palms behind
Mireye Emmy Coke worn at golden hour
Clear Mireye frame with honey lenses, close-up
Mireye Emmy Black on the coast
Cosmic Black, three-quarter view

Minimal eyewear for modern rituals — designed to be worn, built to last.

Mireye — brand positioning · mireyeshades.com ↗

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