Brand Analysis & Audit

WEEHOURS
Nguyen Thi Bich Thuy
Mai Dang Gia Bao
Nguyen Chan Hung
Vuong Phoi Van
Table of Contents
1. Brand History and Overview
2. Key Challenge Facing Brand
3. Brand Inventory
4. Brand Exploratory

5. Reflections and Recomendations

Vietnamese Eyewear Brand
WeeHours is a Vietnamese
brand specializing in selling
eyewear products, the brand
WEEHOURS
was established on August 11,
2020 from “sleepless nights”.

The Idea
The idea of establishing the brand
came from the founders always
having problems buying glasses
online, therefore Weehours was
founded to make it easier for
young people to buy glasses
online.
Positioning
Since its founding, WeeHours has
positioned its brand in the Smart-
WEEHOURS
Casual style segment, which means
focusing on product functionality,
basic but still beautiful models, and
comfort for customers to wear.

WeeHours wants to bring to

consumers eyewear products that
are suitable for Vietnamese faces
with reasonable prices, and bring
joyful experiences to customers
through the process of choosing,
buying and using WeeHours
glasses.
CURRENT SITUATION
& KEY CHALLENGE
CURRENT
SITUATION 01 Brand awareness is not high because it is a new brand.

The price is in the mid-range, the products have the

02 basic design, so the competition is fierce with glasses
with the same design but the price is much lower

Target audiences are 18-24 year old, college students,

03
first jobbers, who don't have much money.
 KEY CHALLENGE

01 02 03
Target audiences mostly WEEHOURS is currently Glasses brands of the same
feel that it is not worth testing "blue light blocking price range have more
spending 799k - 1000k to lenses" as a key feature of fashionable and innovative
buy such basic glasses the brand and is in need of designs, so customers feel
because in the market a campaign to reposition that WeeHours products
you can buy glasses the brand. have a normal design but
with the same design are expensive.
but much cheaper.
 KEY CHALLENGE

The foundation of this Brand Audit:

To review the images, emotions, and
connections that customers feel from
the brand, thereby finding a solution
to the key challenges above.
BRAND INVENTORY
BRAND ELEMENTS

WeeHours brand was born from

Brand Name "sleepless night" in Wee Hours - the

period from 12 pm to early morning.

WEEHOURS This is the time duration of youth, the

time when creativity is increased.
During this time duration, strange
ideas lead to bold decisions.
 BRAND ELEMENTS

URL: https://weehours.vn
WeeHours also has domain names,
the URL is straightforward with the
brand’s name makes it easy for
people to identify the brand.
BRAND ELEMENTS
Logo
WeeHours' logo is the letter W representing
the WeeHours brand name, in addition, the
word "EYEWEAR" representing the brand's
products category. The letter W is
specifically designed with horizontal stripes
inspired by the eye chart.

Font
The font used for the brand's logo, as well
as graphic design products of WeeHous is
Optician Sans, which is also a font inspired
by the eye chart.
BRAND ELEMENTS
Color Palette
Based on the graphic design products of
WeeHous, there are four most used color
shades: Yellow, White, Orange, Black.

These colors combine together to show the

dynamism, creativity and enthusiasm of
young people – the brand’s target
audience, but still maintain the casual and
simple aspect of the WeeHours brand.
BRAND ELEMENTS
Graphics
WeeHours applied the color palette to
graphic design products in a creative and
youthful style, as well as characters which
represent young people in order to attract
young customers, as well as show brand
spirits: Curious, Joy, and Cool.
BRAND ELEMENTS

Slogan
, , ,

-
WEE TOI VUI PHOI PHOI
Joy is what WeeHours always wants to
bring to customers through its products
and buying experience. That's why the
slogan "WEE TỚI VUI PHƠI PHỚI!" wants to
express the wish that WeeHous will always
bring joy to its customers.
BRAND ELEMENTS

Packaging
WeeHous's product packaging is eye-catching and
youthful with the main color shades yellow, orange,
black and white, aiming to impress and attract young
customers.
PRODUCTS

̀
NHE. ĐÂU
Slim design, light weight, diverse
in style and color, and feels light
and comfortable to wear.
PRODUCTS

RA DÁNG
Metallic frames and youthful
colors are very suitable for
current trends.
PRODUCTS

,
NGOANH
Wee Hours brings back classic
design details and brings freshness
with bold, but not flashy, colors.
PRODUCTS

, ,
VUI PHÓI PHÓI
The glasses come in a variety of
colors and designs so that anyone
can enjoy a long and joyful day.
 ,
.
VÙA VĂN
PRODUCTS
Designed by Vietnamese, for Vietnamese
faces. Buyers can try on glasses online
before ordering.

, WEEHOURS said that they

.
VÙA ĐEP
Wee Hours frames are quite diverse in
will bring to consumers
design and material. In general, the
products are somewhat youthful, dynamic,
the glasses that fully
trendy, and very suitable for
young people.
meet the three criteria
,
VÙA VÍ
Glasses are shipped directly from the
business to the customer's home, making
them more cheap than ever before.
PRODUCTS
VIRTUAL TRY-ON
One feature that makes WeeHours
different from online glasses stores is
that you can try online glasses right at
home.

This overcomes a problem that

customers encounter when purchasing
frames online: they buy things but can't
try them on since they can't try them on
in person.
 PRICING

Wee Hours products range from 1,300,000 VND to 1,500,000 VND. And
now they are having a sale program of up to 39% for all products,
lowering the price from 799,000 VND to 949,000 VND. With such a price,
Wee Hours is targeting the mid-range segment.
 TARGET AUDIENCE

The target audience is They are concerned about their appearance,

young people who are from
18 - 24 years old, college
students, first jobbers, live in
key cities like HN and HCM.
have a gout of clothing, and are willing to spend
enough money to express themselves and
establish themselves. New and inventive designs
pique their interest. They prefer unique items that
reflect their aesthetic preferences. Some people
choose to go with the flow.
 DISTRIBUTION

Facebook Official Instagram Official

 DISTRIBUTION

Official Website Shopee Store

 DISTRIBUTION

Ho Chi Minh City Ha Noi

COMMUNICATION
Social Media
Weehours Eyes Wear has executed three
platforms recently consisting of
Instagram, Facebook and Tik tok.

Instagram Facebook Tik Tok

COMMUNICATION
Instagram
The main platform for social media
communication, has 32,3K followers.

The average of interaction is

approximately 352,5 likes and 30
comments of 13 posts from June 1st
to June 20th.

Hashtag “#weehoursvn” has more

than 500 posts
COMMUNICATION
Facebook
Has around 2,9K likes

The interaction has been low, due to

the fact that the awareness of
audiences about Weehours is
moderate.
COMMUNICATION
Tik Tok
There are only 46 followers on Tiktok
and 5 videos, the engagements are low.

They have little content on Tik tok, so

that they haven’t gained much
attention from audiences.
COMMUNICATION
Promotion
The promotion content has achieved the highest
interaction of Instagram and Facebook is 40% off
promotion for “Blue light blocking” glasses

Weehours has been collaborating with micro

influencers in order to run the “10% sales off”
promotion by using the code “WEE10” lately.

Brand voice is playful, demonstrating the

message directly. Their images on social media
bring positive energy to audiences
COMMUNICATION
Advertising
In May, Weehours was introducing three
viral clips on Instagram, including: Do these
relationships need glasses? The story
described that a nearsighted boy had
trouble with his relationships: friend, love,
classmate.

The viral clips reached 1,858 likes on

average, brought the surprising rise
to the Instagram engagement.
COMMUNICATION
Influencers
Weehours is teaming up with micro
influencers and middle influencers to offer
discounts on Instagram.

The influencers shoot street style photos in

order to show their outfits mix and match
with the glasses. They are demonstrating
that the Weehours’ s glasses will not go
wrong with any style, otherwise, it highlights
the outfit to make a gorgeous look.
BRAND EXPLORATORY
Brand Exploratory
Consumer Knowledge
Brand Exploratory
Consumer Knowledge
Brand Exploratory
Consumer Knowledge
Brand Exploratory
Consumer Knowledge
Brand Exploratory
Positive Comments
young, dynamic,
joyful, beautiful,
quality, positive,
professional, price
Customer's Comments worthy of quality.

WEEHOURS customers study

and work mainly in the fields
of Business, Design, Marketing,
Communications, Production
and Language Negative Comments
small brand, not many
designs, expensive,
Place uneffective virtual
try-on/filter.
Brand Exploratory
WeeHours's Mental Map
Brand Exploratory
Brand Resonance Pyramid
COMPETITIVE ANALYSIS

SEESON SUNNIES STUDIO

SEESON
SEESON was established in July 2018 in
Hanoi by enthusiastic and passionate
young people, with the desire to create
a Vietnamese fashion eyewear brand.

Fun, openness, individualism and

bravery are the messages that
SEESON wants to convey to customers
through its glasses.

SEESON positions in the Fashion

Eyewear segment, with high aesthetics
and well-produced designed glasses
inspired by minimal and trendy fashion
styles, suitable for Vietnamese facial
structures, along with environmentally
friendly Cellulose Acetate plastic.
SEESON
Currently, SEESON has 2 glasses
product lines: eyeglasses and
sunglasses, with each line having many
different collections with many designs
and colors.

The price of SEESON glasses is quite

high compared to WeeHours, ranging
from VND 950,000 to VND 1,750,000 for
the eyeglasses product line, and from
VND 550,000 to VND 1,750,000 for the
sunglasses product line.
SEESON
SEESON uses online platforms and
physical stores to sell products.

The company has two official online

pages on Facebook, Instagram, as well
as an official website. SEESON has two
flagship stores in Ha Noi and Ho Chi
Minh City along with pop-up stores in
Ha Noi, Ho Chi Minh City and Da Nang.
SEESON
SEESON generates brand awareness by
cooperating with other brands to place
SEESON's pop-ups at their stores.

During new collection launches, SEESON

runs campaigns with videos posted to its
social media platforms.

Using Micro KOLs is also a method for

SEESON to increase brand awareness.
SUNNIES STUDIO
Sunnies Studios was established in 2013.
The brand is based in the Philippines,
producing glasses in the beginning.

In the end of 2018, Sunnies Studios

opened its first physical store in Ho Chi
Minh City through the corporation with
Tang Thanh Ha.

The brand has been executed with the

mission: to bring the glasses to
customers with 100% commitments to
high-quality products and fashion styles.
SUNNIES STUDIO
Sunnies Studios is famous for
its two product lines: Sunnies
Studios and Sunnies Specs
Optical.

Sunnies Studio optical glasses

are priced from 990,000 VND
and Sunnies are about 450,000
and above.
SUNNIES STUDIO
Sunnies Studios has four
physical stores in three cities of
Vietnam, Ho Chi Minh, Ha Noi
and Nha Trang.

Sunnies Studios began their

cooperation with e-commercial
websites including Shopee and
Lazada last year. The brand
also has websites for online
selling.
 REFLECTION
& RECOMMENDATIONS
 REFLECTION
5 main strengths of WeeHours

Virtual Try-on
Durable Different
The difference
Images
Target audience between
Wear Blue Light
rated WeeHours WeeHours Most of the glasses
Comfortable as a high-quality brands at the same Blocking
compared to all
brand, including 2 other glasses price point strange Lenses
factors of comfort brands. fashion images.
WeeHours wants
and durability as Meanwhile WeeHours
the most
to be the first
with simple and
prominent brand to use
sophisticated
anti-blue light
designs
lenses as a
feature
BRAND REPOSITIONIG CAMPAIGN
with “Blue light blocking lenses"
 WeeHours Brand Mantra
, , ,

-
WEE TOI VUI PHOI PHOI
BIG IDEA

"Buy happy glasses,

use glasses more fun"
 "Buy happy glasses,
use glasses more fun"

Shopping is always a fun activity,

but it usually only lasts from
choosing to buying, because
when you buy it home after a
week, your happiness with the
item has decreased.
 "Buy happy glasses,
use glasses more fun"

With WeeHours glasses, I can

choose glasses through virtual try-
on/filter -> order quickly through
the website.
 "Buy happy glasses,
use glasses more fun"

Even more fun with Blue Light Blocking

Lenses, provide maximum protection for
my eyes after working with a laptop for
many hours; comfortable wearing feeling;
high durability without fear of bumps
and cracks like other cheap glasses.
 "Buy happy glasses,
use glasses more fun"
The whole process of buying and using WeeHours glasses
is an uninterrupted fun journey!

Happy Happy!
THANK YOU!