Formula for excellent vision: retail concept from LINII
The 3Z Group of Companies is the largest federal network of progressive ophthalmology clinics and optics stores. It includes 5 surgical branches in Moscow, Krasnodar, Essentuki, Perm, Makhachkala, as well as 29 diagnostic centers and 34 optics stores in 9 regions of Russia. Since its foundation in the early 2000s, 3Z has been successfully operating and actively working to improve the quality of its services, striving to expand its presence in the market. The main goal of the company is to create a unique experience for customers — from diagnostics to treatment. The immediate plans include opening new centers and optics stores in large cities such as Moscow and St. Petersburg.
To implement these ambitious plans, the chain's management asked the LINII agency to develop a new retail concept for its stores.
Therefore, much attention is paid to broadcasting the brand's medical expertise and modern vision restoration technologies,” comments Yulia Zagumennova, director of the federal network of opticians 3Z.
In this area, everything is based on high-precision technologies. Numbers and formulas are used to determine visual acuity, calculate the required curvature of lenses, laser vision correction and eye microsurgery. Mathematical precision becomes the basis of the concept. The existing visual style of 3Z was adapted by the LINII design team taking into account the brand's objectives.
The idea of the "Formula of Excellent Vision" formed the basis of the new visual style: the precise scientific approach is reflected in the signature "formula" graphics, layout construction and photo style. An important element of recognition was the use of purple, which distinguishes the company from its competitors. The signature gradient includes two fixed options for the balance of warm pink and purple colors.
The pattern became a visual continuation of the metaphor of the mathematical and scientific nature of the brand. It abstractly displays elements that refer to ophthalmological graphics from tests and formulas. The new design with an emphasis on pictograms helps customers easily navigate the services due to its simplicity and intuitiveness.
In the design of ophthalmological centers, LINII retail specialists applied innovative solutions. Designer lamps in the form of icons emphasize the company's scientific approach and repeat the brand identity, creating continuity.
A study conducted by the LINII agency revealed what kind of ophthalmology center the target audience dreams of. When designing the salons, it was important to simultaneously reflect the scientific approach and create an atmosphere of friendliness and expertise. It should be intuitive, clear and structured with the integration of bright elements referring to the topic of medicine and exact sciences.
The interior details are clearly structured: a clean light background serves as a white sheet for formulas and symbols. Geometry is reflected both in the planes of the furniture and in the volumes of the forms. The use of warm materials, such as wood, creates a harmonious atmosphere of coziness and security for customers.
The interior details are clearly structured: a clean light background serves as a white sheet for formulas and symbols. Geometry is reflected both in the planes of the furniture and in the volumes of the forms. The use of warm materials, such as wood, creates a harmonious atmosphere of coziness and security for customers.
The accent zones are highlighted with the signature purple color: the diagnostic room, cash desk and VIP showcase become bright accents of the space. Zoning is an important element of the design of 3Z centers. The main zones include:
- Medical glasses: the space is divided into categories of medical glasses and sunglasses.
- Diagnostic room: the calm design of the diagnostic zone helps to reduce the patient's anxiety.
- Service zones: cash desks and waiting areas increase the level of service.
The diagnostic room is designed in a way that is intentionally different from the rest of the space. From the outside, it looks like a bright capsule in the signature purple color; inside, it creates a feeling of coziness and tranquility — this allows the visitor to relax without associations with a typical medical office.
