DAVALT OPTICAL’S BRANDING centers on a sense of nostalgia, creating an immediate feeling of familiarity and drawing you into a story.
Kelly Ross, who owns the Jacksonville business with husband Clinton, describes its look simply as “a step back in time” — a sensibility reflected in the ornate, vintage-style logo marks, richly layered patterns, and warm, earthy palette.
Visually, three fonts — Voltaire and Briller for headlines, Montserrat for body — anchor the typography, while a six-color palette (three greens, blush pink, burnt orange, and light gray) gives the brand range while maintaining consistency. Logos and graphic elements are designed to work in all colors.
Davalt has built out a full suite of marks and motifs: an eye, a pair of glasses, and a distinctive figure inspired by a local park statue, reimagined balancing atop an eyeball.
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Decorative borders and repeating patterns echo throughout the space and across materials, creating a visual language that feels both ornamental and intentional.
The branding appears not just on signage and windows, but on cases, cleaning cloths, lens cleaner bottles, stickers, business cards and beyond. Importantly, the physical space reinforces this story. “Our store and our branding are designed for nostalgia. We designed our branding to be reminiscent of an old general store where you can get what you need and chat with a friend along the way.” Physically, this comes through in the store’s exposed brick, wood tones, and carefully sourced antiques. The slogans “Giving Jax Eyewear Spirit Since 1958” and “Shop Like a Local” reinforce the idea of heritage and community and contribute to Davalt’s personal, narrative-driven retail experience.
Ross credits designer Dre Beltrami at thesolopreneursociety.com, who “elevated our ideas and provided a great branding package that we can use for everything.”
Her advice to other eyecare businesses is straightforward. “Educate yourself on the core elements and psychology of branding. Hiring a professional saves time and pulls everything together cohesively,” Ross says. At Davalt, that clarity shows. Every element feels considered, and more importantly, connected.
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