Most high-end eyewear brands look the same. Heavy logos, Italian heritage cues, polished surfaces. Premium is communicated through refinement — thick brand language that signals quality by association.
We didn't want any of that.
New York, Unfiltered
Vanto started with a specific feeling: the real New York. Not the tourist version. The gritty, unpolished, unapologetic one. That became the foundation — a brand built on attitude rather than tradition, where premium comes from conviction, not from mimicking what luxury is supposed to look like.
The typography, color, and visual language all followed from there. Every decision was filtered through the same question: does this feel like the city we actually live in?
Brand and Product Together
The brand identity and the frames developed alongside each other. Neither led — they pushed each other. The rawness of the brand informed how the product felt, and the physicality of the frames pulled the brand into something more grounded than a mood board could produce on its own.
That's how the two halves stayed honest to the same idea.
