Rebranding Strategy: The Making of Hills Eyewear

Rebranding gave us the opportunity to create something strong and fresh. The team got together to brainstorm a new creative vision, with even better materials and quality. We wanted to re-invent the eyewear industry, becoming a brand that is unforgettable and powerful. After much deliberation, lots of creative ideas thrown around and intense brand brainstorming, a new brand was born. 

We named it HILLS Eyewear. 

HILLS Eyewear was the birth of a new generation of lenses and frames. We represent the new generation of leaders and creative thinkers. Welcome to the world of HILLS, better quality, fresh ideas, iconic styles and growing everyday. We had a vision, we had a meaning and with a rebrand, we managed to bring it to life. This new name felt grounded. A look and feel that reflected who we are and where we’re going.

The Vision Behind the Brand Transformation

Our brand story began with clarity. We wanted to create a brand that was bold, timeless and minimal. One that spoke for itself through the quality and aesthetic. Our brand transformation focused on refining what was already great and making it better. We kept the silhouette of our beloved Gadzhi roots and shaped it into HILLS, the result is a visual and emotional language that reflects confidence, creativity, and precision.

Our Rebranding Process: From Strategy to Storytelling

We approached the rebranding process with care and precision. The first step was to define the essence of who we are and what we represent. This meant clarifying our values, refining our tone of voice and reshaping our brand pillars. From there, we moved into visual direction, developing a new logo, color palette and type system that felt modern, clean, and rooted in purpose.

Every part of the brand was stripped back and rebuilt. Product design became sharper. Our packaging was elevated to reflect a more premium experience. The website was redesigned to feel more intuitive and immersive. Even the way we speak shifted from product captions to campaign language, everything became more focused and human.

Throughout the rebranding strategy, alignment was key. We collaborated across teams to ensure consistency from concept to execution. What emerged was not just a new look but a brand built with clarity and story at every level.

Becoming an Iconic Brand in the Eyewear Industry

Becoming an iconic brand starts with vision but demands consistency. HILLS stands for clean lines, strong ideas and products built with purpose. We craft eyewear that speaks for itself. Every decision, from material to messaging, is part of a larger story. The brand continues to grow with power and a mindset built for long-term impact.

We’re proud of how far we’ve come and grateful to everyone who’s now part of the HILLS community.