America's Best Unveils New Brand Identity with "Every Eye Deserves Better" Slogan

America's Best, a retail brand of National Vision Holdings, has unveiled a major brand transformation with a new "AB" logo and the slogan "Every Eye Deserves Better." The rebranding campaign will be featured across platforms like Disney, Tubi, YouTube, and Google, aiming to provide affordable, high-quality eye care and stylish frames to all Americans. The initiative is a reaffirmation of America's Best's commitment to making eye care accessible and affordable.

National Vision Holdings' (NASDAQ: EYE) retail brand, America's Best, has announced a comprehensive brand transformation in partnership with VML. The rebranding includes a new logo, brand platform, and identity system, with the tagline "Every Eye Deserves Better." This initiative aims to reaffirm America's Best's commitment to providing affordable, high-quality eye care and stylish frames to all Americans.

The transformation, which includes replacing the traditional flag logo with a sophisticated "AB" acronym brand mark, is designed to engage consumers across all media platforms. The company's marketing campaign will span major cable and streaming platforms such as Disney, Tubi, YouTube, and Google, featuring photography and video content that showcases everyday moments where clear vision matters. The initiative is being handled by Spark and Rise.

America's Best's new brand message, "Every Eye Deserves Better," underscores its commitment to accessible, comprehensive eye care and fashionable frames without compromising on expertise or value. The visual identity has been reinvented to incorporate a fashionable reinterpretation of American stripes and colors, with a playful homage to its signature owl mascot.

The launch film, available on the brand's website, takes viewers on a journey through the lives and eyes of Americans, complementing the brand's social media channels and website, which will feature photography and video capturing everyday moments where clear vision truly shines. This new look and feel are designed to appeal to both existing and new customers and patients.

"Through our work for America’s Best, we wanted to make people think for a moment, on a very human level, about all the ways their eyes deliver for them," said Tom Murphy, Chief Creative Officer at VML US. "'Every Eye Deserves Better' powerfully puts the 'care' in 'eye care' that America's Best believes everyone should receive."

National Vision, with over 1,200 stores in 38 states and Puerto Rico, is among the largest optical retail companies in the U.S. It operates four retail brands: America’s Best, Eyeglass World, Vista Opticals inside select Fred Meyer stores and on select military bases, and an e-commerce website DiscountContacts.com.

References:
[1] https://www.stocktitan.net/news/EYE/america-s-best-unveils-major-brand-transformation-vml-relaunches-eye-otwwy8c9a8u9.html
[2] https://www.visionmonday.com/eyecare/article/americas-best-unveils-brand-transformation-embracing-the-message-that-every-eye-deserves-better/
[3] https://www.marketscreener.com/news/america-s-best-unveils-major-brand-transformation-vml-relaunches-eye-care-retailer-s-identity-with-ce7c51dddb8ff02d