Working together with the eyewear house of brands A-Look Group, we shaped the Malaysia’s first new generation DIY-service fashion eyewear brand – from positioning, naming, rethinking product-categorisation, to identity design: O.W.L. was born – both as a product brand and a retail strategy. Aimed at the young at heart, O.W.L (which actually stood for Obsessed With Looks) not only became the group’s fastest growing brand, its success also inspired many me-too competitors.