Volume 1: Creating a brand with joy and purpose | Blog: Upclose with Dresden

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  1. Volume 1: Creating a brand with joy and purpose

Volume 1: Creating a brand with joy and purpose

Thursday, 2 June 2022
Volume 1: Creating a brand with joy and purpose

We chat with our Head of Brand, Bonnie Hudson on all things Dresden. Being a part of a business from start up to scale up means wearing many hats, learning in public and most importantly being on the frontline of the customer experience. Our creative director talks about Dresden’s core values and points of difference in a challenging global market:

We’re making glasses simple, accessible, affordable and ultimately sustainable with an ethical and environmentally responsible manufacturing process.

What does Dresden value, and what do you offer?

Our mission is to democratise glasses and the eyewear industry. Everyone needs glasses -especially as we age, and myopia is a global epidemic. By 2050 there will be 5 billion people who can’t see clearly without them. Glasses are essential items that have become an inconvenient and overpriced fashion product. There’s just a couple of big companies dominating the market globally. We’re making glasses simple, accessible, affordable and ultimately sustainable with an ethical and environmentally responsible manufacturing process. Our approach has been to start in our local communities, build trust, and then create a ecommerce platform to reach as wide and far as we can go.

What’s different about Dresden?

We manufacture our own frames right here in Australia. This means we can produce a high quality product with ethical practices, and minimise supply chain complexities. We’ve standardised our product so it’s affordable and practical in an industry that overcomplicates optics. Our frame is one classic shape, in four sizes. All components are modular and interchangeable. For wearers, this means you can customise your own frames based on face shape, and also it’s just fun to mix and match the parts and colours.

How do you define Dresden’s brand DNA?

Dresden is for everyone and every day. Just like our glasses, our brand and people aren’t precious. Our motto is ‘come as you are’, we’re inclusive and frank. Our creative team have an absolute blast making content that’s designed to communicate our values with humour and warmth. Our photoshoots are spontaneous and kinda high ‘camp’. We then craft the images into cheeky narratives and contexts that entertain us, and when it lands we get a huge kick out of it. We’re proud of what we’ve achieved so far, and that makes us bold about our offer and future plans. We are obsessed with colour, and we’re stoked to keep experimenting with new materials, products and projects.