Cherry Pie Eyewear | Website for an out-of-the-box brand

Project developed with Argento11, in collaboration with the project and design part Paolo Data. We have realized the Cherry Pie Eyewear website, a specialized agency in the distribution and consulting of the eyewear sector with a brand portfolio that includes Ahlem, Dandys, Germano Gambini and others. The brief was the most beautiful of all: nothing conventional. Bright colors, free geometries, lines and circles out of the ordinary, a visual identity inspired by the pop movement where every element - including the photographic treatment of faces - is designed to communicate character, eccentricity and security.

Cherry Pie Eyewear isn't a brand that settles for existing: it wants to leave a mark. I developed this project within Argento11, working hand in hand on design with Paolo Data, with whom I have shared the creative direction and most creative visual choices from the very beginning.

The client operates in the eyewear sector with a 360-degree consulting approach. The site had to reflect this identity exactly: dramatic, recognizable, impossible to ignore.

The brief was as clear as it was challenging: nothing ordinary, nothing already seen. Break the conventions of the eyewear sector, often anchored to patinated and reassuring aesthetics, embracing with determination an aesthetic pop, eccentric and full of personality.

We have built a visual identity rooted in the values of the pop movement: saturated and bright colours used with intention, irregular geometries, circles and lines that cut through compositions in unexpected ways. Every graphic choice is a declarative act — the site doesn't accompany the brand passively, it embodies it.

A particularly characteristic element that we have developed is the photographic treatment of portraits: the faces in the images are deliberately covered with flat bands of color, in line with the brand's palette. This choice removes the personal identity of the subject to shift all attention to the character, style, attitude — exactly what Cherry Pie Eyewear wants to communicate. Not who you are, but how you choose to appear. A consistent approach with the brand's claim: “Be what you choose.”

The site is designed as a vertical scrolling narrative experience, where content is progressively revealed, guiding the user through brand mission, the services offered and the catalog of represented brands. The information architecture is designed to be intuitive despite the strong visual charge, maintaining the readability of key content at all times without sacrificing aesthetic impact.

The multilingual Italian/English version expands the brand's reach to an international audience, a strategic element for an agency that operates with brands distributed globally.