Zwei Ophthlamic Lenses

Work developed as part of MAGRABi’s in-house marketing team.
All rights and ownership belong to MAGRABi Retail.

For ZWEI, across Saudi Arabia, the UAE, Kuwait, Qatar and Egypt, we repositioned ophthalmic lenses from a purely functional, clinical category into a desirable lifestyle product. Where the industry had always spoken the optician’s language, we shifted the conversation to the customer’s, tapping into the global wellness and “endless youth” mindset to turn vision correction from a need into a want. The strategic core was Custom-Made Behavioral Lenses, an identity-profiling system built around geography, lifestyle and behavior, structured into a clear lens architecture; Main Lens, Add-On Pairs and Specialty Lenses tailored to sport, drive and golf routines. This translated into the Lens Wizard, a guided discovery journey that replaces a transactional purchase with personalized recommendation, brought to life through a bold, contemporary visual identity, an integrated in-store retail journey, and an internal training system that equips staff to communicate complex lens science with clarity and confidence.