Stoggles

Stoggles set out to redefine how people think about protective eyewear, positioning it not as safety gear but as a new category of everyday eye care. I was challenged with a task to shift perception from utility to essential lifestyle product, without losing credibility or purpose.

Role: Freelance Copywriter

Focus: Brand Messaging, Narrative Strategy, Copywriting

Execution:

  • Developed the brand’s core narrative and messaging to define Stoggles as eyewear focused on eye care

  • Wrote mission and brand copy that articulated Stoggles’ purpose, point of view, and category differentiation

  • Introduced language that balanced function and style, reinforcing the idea that safety and design are not mutually exclusive

#LoveYourEyes

Challenge:

Eyewear traditionally lives in two extremes: medical or fashion. Stoggles existed in the in-between—protective, functional, and stylish—but lacked a clear narrative to unify these attributes and establish a distinct point of view in the market.

Solution:

I developed a brand narrative and messaging framework to position Stoggles as a new form of eyecare, one that removes the tradeoff between safety and style. The strategy reframed protective eyewear as something meant for everyday life, expanding the audience beyond “essential workers” to “essential for people.”

Key strategic shifts included:

  • Moving from product utility to purpose-driven positioning

  • Reframing protection as a lifestyle choice, not a necessity born from risk

  • Establishing a confident, inclusive voice that felt modern and human