Augmented Reality - Brand VBL Analysis
Year
2025
Skills
Brand Research
3D Modeling & Rendering
VBL Analysis
Montblanc is a German luxury pen manufacturer, specializing in their trademark pens, leather goods, and wristwear. This project demands a full, in depth understanding of Montblanc's visual brand language, history and brand to be synthesized into a new product for the company.
Augmented reality is a product segment Montblanc would likely never enter. How could Montblanc's VBL be applied to such a market?
Brief History
Alfred Nehemias, a Hamburg banker, and Berlin engineers August Eberstein and Claus Johannes began producing pens in 1906 in Berlin under the name Simplo Füllfedergesellschaft (Simplo Filler Pen Co.).
Simplo Filler Pen Co.'s first model, the Rouge et Noir, marked their success as a quality pen company. Named after the safest bet in roulette - Red and Black - the pen was engineered to tackle the issue of leaky pens.
Brief History
Alfred Nehemias, a Hamburg banker, and Berlin engineers August Eberstein and Claus Johannes began producing pens in 1906 in Berlin under the name Simplo Füllfedergesellschaft (Simplo Filler Pen Co.).
Simplo Filler Pen Co.'s first model, the Rouge et Noir, marked their success as a quality pen company. Named after the safest bet in roulette - Red and Black - the pen was engineered to tackle the issue of leaky pens.
Sophistication, refinement, and timeless elegance.
Rooted in a legacy of craftsmanship, the brand embodies the traits of a confident, cultured, and discerning individual.
The brand communicates with a calm, authoritative tone—never loud, always poised.
Research Brief
Brand Values & Personality
Brand Positioning & Identity
Market Segment
Brand Persona
Audience
Product Catagories
Business Model & Operation
Sophistication, refinement, and timeless elegance.
Rooted in a legacy of craftsmanship, the brand embodies the traits of a confident, cultured, and discerning individual.
The brand communicates with a calm, authoritative tone—never loud, always poised.
Research Brief
Brand Values & Personality
Brand Positioning & Identity
Market Segment
Brand Persona
Audience
Product Catagories
Business Model & Operation
Why Augmented Reality?
Comparing Montblanc competitors and related brands by their product affinities through online reviews, their product pricings, traditionality, and sophistication helped to understand Montblanc's persona and market position.
Comparing Montblanc competitors and related brands by their product affinities through online reviews, their product pricings, traditionality, and sophistication helped to understand Montblanc's persona and market position.
Why Augmented Reality?
Montblanc encourages an idea of intellectual escapism in their products. The introduction of a product in the Virtual Reality or Augmented Reality segment would fit the brands ideals.
Montblanc encourages an idea of intellectual escapism in their products. The introduction of a product in the Virtual Reality or Augmented Reality segment would fit the brands ideals.
The vision.
Montblanc began producing their eyewear in 2003 in a squared more European style.
Originally outsourced from Marcolin Eyewear.
Since 2018, their eyewear is now outsourced to Kering, another Richmont company.
The vision.
Montblanc began producing their eyewear in 2003 in a squared more European style.
Originally outsourced from Marcolin Eyewear.
Since 2018, their eyewear is now outsourced to Kering, another Richmont company.
Breaking down the product.
Breaking down the product.
A map was created to visualize technical components of the glasses. This aided in establishing key components to be included in the model.
A map was created to visualize technical components of the glasses. This aided in establishing key components to be included in the model.
Silhouette Discovery
Overlaying Montblanc's designs revealed similarities in proportion, positioning, and form.
Most important common traits are the Tail angle, angle of decline, nose bridge, frame angles, and logo placement.
Lens Width: 47mm to 57mm
Bridge Width: 15mm to 21mm
Bridge Length: 130mm to 150mm
Working Size: 52-19-145
Silhouette Study
Overlaying Montblanc's most common designs revealed similarities in proportion, positioning, and overall silhouette.
The most important common traits are the tail angle, angle of decline, nose bridge, frame angles, and logo placement.
Lens Width: 47mm to 57mm
Bridge Width: 15mm to 21mm
Bridge Length: 130mm to 150mm
Working Size: 52-19-145
Silhouette Study
Overlaying Montblanc's most common designs revealed similarities in proportion, positioning, and overall silhouette.
The most important common traits are the tail angle, angle of decline, nose bridge, frame angles, and logo placement.
Lens Width: 47mm to 57mm
Bridge Width: 15mm to 21mm
Bridge Length: 130mm to 150mm
Working Size: 52-19-145
Brand Mood Boards
Brand Mood Boards
Exploring form on paper.
Exploring form on paper.
Creating a styleguide.
Creating a styleguide.
Tech Hinges
Tech Hinges
Raised Snowcap
Raised Snowcap
Extreme 3.0 Grip
Extreme 3.0 Grip
Engraved Arch
Engraved Arch
Concentric Bands
Concentric Bands
Characteristic Branding
Characteristic Branding
Chamfered Brow
Chamfered Brow
Form understanding.
2D silhouette studies were created to understand the form, placement, and branding presence in many of Montblanc's product categories.
Form understanding.
2D silhouette studies were created to understand the form, placement, and branding presence in many of Montblanc's product categories.
Form generation.
Generation 01: Raised Montblanc Snowcap logo, silicone face guard.
Generation 02: Buttons are added, metallic band is reduced in size. Snowcap is moved forward and gains a new ring. The silicone facial guard is removed.
Generation 03: The body is thickened to allow for more room for internal components and lidar sensors. The original band is adapted.
Form generation.
Generation 01: Raised Montblanc Snowcap logo, silicone face guard.
Generation 02: Buttons are added, metallic band is reduced in size. Snowcap is moved forward and gains a new ring. The silicone facial guard is removed.
Generation 03: The body is thickened to allow for more room for internal components and lidar sensors. The original band is adapted.
Intelligent engineering meets boundless design.
Intelligent engineering meets boundless design
Effortless use.
The glasses display and battery source is entirely dependent on a mobile device. These can be connected easily via USB-C.
Effortless use.
The glasses display and battery source is entirely dependent on a mobile device. These can be connected easily via USB-C.
Branding presence
Branding applications were kept consistent with the current Montblanc eyewear products, keeping a consistent brand presence and language.
Branding presence
Branding applications were kept consistent with the current Montblanc eyewear products, keeping a consistent brand presence and language.
Make a Statement
The Montblanc Pinnacle glasses are designed to be subtly in nature, allowing the user to transition seamlessly between their two realities.
Make a Statement
The Montblanc Pinnacle glasses are designed to be subtly in nature, allowing the user to transition seamlessly between their two realities.
Make a Statement
The Montblanc Pinnacle glasses are designed to be subtly in nature, allowing the user to transition seamlessly between their two realities.
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