Warby Parker is a purpose-driven eyewear brand founded in 2011 with an initial website and mission statement to make glasses more affordable and accessible. Their brand uniqueness is defined as collegiate, curious, knowledgeable, and worldly. The founders chose the name Warby Parker after brainstorming and testing it with 200 friends who responded positively with no negative associations. Their mission is focused on authentic storytelling that tells compelling stories and does good in the world in an unexpected way.

1. LOUD
STORY
STARTUP
LEAGUE
@LoudStory
#1
Warby Parker,
A purpose-driven brand

3. WARBY PARKER
2014

4. 2011
INITIAL WEBSITE

5. MISSION STATEMENT
2014

6. #1 THEIR REASON FOR BEING
"We're trying to
solve the issue
of glasses being
too expensive."

7. #1 THEIR REASON FOR BEING
THE HERO'S JOURNEY
Hero: a person who can't do anything without glasses
and is kicked in the stomach every time he tries to buy a
pair in a regular store.
Villain: the eyewear industry.
Fear: losing or breaking his unique pair, because without
insurance, he would remain short-sighted or have to buy
a cheap ugly pair.
Hope: being able to look good with glasses without
leaving the store with an empty wallet. (A world where
the dominating industry would be defeated.)

8. #1 THEIR REASON FOR BEING
"Glasses with a distinct
design, priced affordably
($95), and with a great
website and showroom
experience."

9. #2 THEIR BRAND UNIQUENESS
COLLEGIATE
VS.
PREPPY

10. COLLEGIATE CURIOUS
KNOWLEDGEABLE
WORLDY
SOPHISTICATED
FUNNY
LITTERARY
WILD
VINTAGE

11. COLLEGIATE CURIOUS
KNOWLEDGEABLE
WORLDY
SOPHISTICATED
FUNNY
LITTERARY
WILD
VINTAGE
A CURIOUS BRAND THAT'S ALL ABOUT LEARNING

12. #3 THE CHOICE OF THE NAME
BRAINSTORMING
"Writers who go against
the grain."
The Beat Generation

13. #3 THE CHOICE OF THE NAME
TEST W/ 200 FRIENDS
"Gut Reaction: Positive,
Neutral, Negative?"
"Spontaneous
associations with the
name?"
Overwhelmingly positive
No association / I've heard it somewhere…

14. #4 THE MISSION
the 4th photo of the carrousel

15. #4 THE MISSION

16. #5 MVP
product website PR firm

17. #6 THE STORIES

18. #6 THE STORIES

19. #WPClassTrip
#6 THE STORIES

20. FOCUS
is it authentic?
does it tell a compelling story?
does it do good in the world?
is it unexpected?
- Would people tell their
friends at dinner? -
#6 THE STORIES

21. DO YOU THINK
IT WAS OBVIOUS?

23. a unique personality
a clear sense of purpose
their own world
credible story
create a desire
GREAT BRAND STORYTELLERS

24. BE AUTHENTIC
FOCUS ON YOUR AUDIENCE
TELL A STORY FROM YOUR FACTS

25. PRACTICE

26. #1
ANALYZE YOUR COMPETITORS' WEBSITES &
LOOK FOR THEIR STORY
-> WHAT IS UNIQUE ABOUT YOURS?
#2
DEFINE WHO YOU ARE VS. WHO ARE YOU NOT
– WORD LIST OR MOODBOARD
-> DEFINE YOUR BRAND FROM AN EMOTIONAL
STANDPOINT

27. #3
DEFINE YOUR BRAND HERO
BASED ON FICTION OR REALITY, IMAGINE YOUR
TARGET AUDIENCE: DESCRIBE HIM/HER AS
PRECISELY AS POSSIBLE: EXTERIOR AND INNER
SELF.
THE HERO WRITES A LETTER ABOUT HIS/HER
BROKEN WORLD
WRITING TO ONE OF HIS CLOSEST FRIENDS, HE
REVEALS HIS BROKEN WORLD AND EXPRESSES
WHAT WOULD BE HIS UNSPOKEN DREAM /
PROMISED LAND
Based on 'The Story Wars' – Jonah Sachs

28. QUESTIONS, FOLKS?

29. I CAN DO
THIS…
COME ON, THIS IS
NOT THE RIGHT
POSITION!!!
…WITH YOUR FEEDBACK