Just MIlo

Breitfeld & Schliekert has successfully served the children’s eyewear market for years with the MILO brand. Yet between children’s frames and adult eyewear lies a largely overlooked segment: teenagers and young adults. Many teens find themselves choosing between frames that feel too childish or adult eyewear that doesn’t reflect their style or lifestyle. With JUSTMILO, Breitfeld & Schliekert set out to address this gap by creating a new brand specifically for ages 12–22 - a generation that values individuality, authenticity and everyday practicality.

The challenge was to build a product and visual identity that felt authentic to young people - confident, expressive and modern - while maintaining the technical quality and reliability expected from a professional eyewear brand.
At the same time, the eyewear needed to remain accessible and suited for everyday movement. Lightweight G850 injection frames were developed to provide durability and acetate-like aesthetics while keeping the product approachable in price.

Working closely with Breitfeld & Schliekert, we developed the product and brand framework for JUSTMILO - a new eyewear concept designed specifically for teenagers and young adults.

The goal was to create a brand that feels natural to this age group: confident, relaxed and expressive without trying too hard. Instead of positioning the product around trends or stereotypes, the brand focuses on individuality and everyday life.

Alongside the eyewear design, we developed the visual identity system including colour direction, typography, packaging and communication guidelines. The visual language balances grounded urban tones with energetic accent colours, reflecting the contrast between confidence and curiosity that defines this stage of life.

At the product level we designed a collection that combines multiple shapes, materials and colours while maintaining comfort and durability for daily use. Plastic frames are produced using G850 injection material, offering lightweight construction and the visual depth of acetate while enabling a more accessible price point.

The result is a collection designed for real life - school, city movement, friends, music and everyday expression - where eyewear becomes a natural part of personal style rather than a purely functional object.

• Development of the JUSTMILO brand framework and visual identity guidelines

• Design of a teen-focused eyewear collection for ages 12–22

• Creation of colour, typography and packaging systems for retail use

• Product system combining acetate and metal frames across multiple colourways

• Sales box concept with 24 frames designed for optical retailers

• Launch support for the brand introduction at Opti

• Awarded the OPTI Frame Star Award
  • Custom Made Eyewear
  • Market Positioning
  • Collection Structure

THE MISSING AGE

Eyewear designed for the teenage generation.

JUSTMILO was created for teenagers who have outgrown kids frames but don’t see themselves in adult eyewear. A brand designed around individuality, confidence and everyday expression.

The campaign focuses on real personalities rather than staged fashion imagery. Young people sharing how they see the world and how eyewear becomes part of their identity.

At its launch at OPTI Munich, the brand received the OPTI Frame Star Award.

Good design shouldn’t be limited to premium price points. JUSTMILO focuses on accessible eyewear that still feels modern and expressive. Created for everyday movement -school, city life, music, friends and everything in between.

The identity avoids clichés and trends, focusing instead on authenticity and personality.

The brand color palette combines grounded neutrals with vibrant accent tones. A balance between confidence and youthful energy.

INSPIRATION NEVER STOPS