Prodesign unveils updated visual identity and new brand platform

Danish eyewear brand Prodesign, owned by Design Eyewear Group, has announced an updated visual direction featuring a refined logo, nuanced color usage, and character-driven visuals. The change introduces the "As you are" brand platform, emphasizing individuality and authenticity rather than idealization. Maria Sletten, Brand Manager, stated the update aims to remove noise and reveal the brand's existing foundation more clearly. The July 2026 collection is the first to launch under this new platform, extending the visual identity into product design. This evolution seeks to strengthen Prodesign’s presence in a crowded market while maintaining its heritage since 1973.