ssspecsy
v1.0 Ready

1. Name & Brand Story

Rationale, origin, vocabulary, and core brand narrative.

Origin

Reclaiming a Playground Tease

“Specsy” was once the schoolyard jibe for the kid in thick frames. We reclaim it as a badge of honor: being the specsy one means you are the one with great taste and stunning frames.

Phonetics

Two Syllables, Zero Confusion

Easy to pronounce across Indian languages. Category-clear without being clinical. The double “s” naturally creates the two circular lenses of the logo.

Taglines

“Be the specsy one.”

Secondary tagline: “Look twice.” used across packaging, campaigns, and the 30-day guarantee.

The Story

Every class had one. The kid with the thick frames who got called “specsy” and learned to laugh it off. We were that kid. Somewhere between school and now, glasses became the most personal thing we wear on our face, yet buying them still felt like a trip to the clinic followed by a haggle at the counter.

Specsy is our fix. Try every frame on your own face before you pay a rupee. See one honest price with lenses included, and watch exactly what each upgrade adds. Get tested at home by an Eye Pro who knows your family's names, or walk into a Studio and walk out in an hour.

The kid in the glasses was always the interesting one. Now they're the best dressed too.

Brand Vocabulary

Proprietary terminology used across all digital products and physical touchpoints. Terms remain in English Latin script even when Hindi localization is active.

TermStandard Meaning
StudioA Specsy retail store
Eye ProA Specsy optometrist, performing home tests and in-Studio tests
Specsy at HomeThe home eye-test service
Try CaseThe Eye Pro's 30-frame trial kit, a hard trolley flight case
MirrorLive WebAssembly AR try-on
Line-upSide-by-side comparison of up to 4 try-on snapshots
Face FitFace-shape biometric scan or quiz with frame recommendations
Lens LabThe interactive 3D lens builder
Blink CheckThe 2-minute vision screener. (Strictly not a medical test)
Rx ScanCamera capture of a paper prescription with OCR parsing
Rx VaultSecure saved prescriptions for you and up to 5 family members
One PriceFrame price transparently includes single-vision anti-glare lenses
Fast Fit48-hour delivery promise in 8 Indian metros
Fit in an hourStudio same-hour fitting for in-stock single vision lenses
Specsy Pass₹399/year optical care membership
WinksLoyalty points currency (1 Wink = ₹1)
Look Twice guarantee30-day free re-test and lens remake if your pair does not feel right
Power Change PromisePass perk: free lens swap if your power changes by ≥0.50D within 6 months
Studio DeskThe tablet app used by in-store Studio optometrists and stylists

3. Colour Palette & WCAG Tokens

Brand color tokens with live mathematical contrast ratios vs White and Jet.

⚠️

Accessibility Enforced: Strict Dark-Mode Link Rule

Cobalt on Jet contrast ratio is only 2.9:1 (Fails WCAG AA minimum of 4.5:1). Therefore, Cobalt text must never be placed on Jet backgrounds. In dark mode, all links and key interactive accents strictly swap to Sky #8FB8FF, achieving a pristine 9.7:1 (AAA) contrast ratio.

Core Palette & Contrast Matrix

Cobalt#1447E6

Primary: CTA buttons, logo, key actions

vs White:6.8:1AA
vs Jet:2.9:1Fail
Sky#8FB8FF

Secondary: lens tints, dark mode links, badge tints

vs White:2:1Fail
vs Jet:9.7:1AAA
White#FFFFFF

Surface: card and background light surfaces

vs White:1:1Fail
vs Jet:19.5:1AAA
Jet#0B0C10

Ink & dark surface: high-contrast text and dark mode

vs White:19.5:1AAA
vs Jet:1:1Fail
Flash#FFD23F

Highlight accent: sale badges, price drops, Winks points

vs White:1.4:1Fail
vs Jet:13.5:1AAA
Mist#F3F6FF

Alternate light surface: background cards and sections

vs White:1.1:1Fail
vs Jet:18.1:1AAA
Steel#5B6275

Muted text: metadata, captions, secondary descriptions

vs White:6.1:1AA
vs Jet:3.2:1Fail
Line#E3E7F2

Dividers: card borders, table lines, input frames

vs White:1.2:1Fail
vs Jet:15.8:1AAA

60-25-12-3 Palette Usage Ratio

60% Surface (White/Mist)25% Typography & Ink (Jet)12% Primary Actions (Cobalt)3% Accents (Sky & Flash)

4. Typography Scale

Type families, optical tracking, tabular numerics, and hierarchical scale.

Display Font

Syne 800

Used for Display, H1-H2, Hero headlines, and large pricing. Geometric attitude with distinctive open counters.

Aa Bb Cc Dd 0 1 2 3 4 5 6 7 8 9
Body & UI

Inter

High x-height and neutral clarity for mobile interfaces, specifications, and body copy.

The quick brown fox jumps over the lazy dog.
Optical & Rx

JetBrains Mono

Strict monospaced alignment for diopter numbers, pupillary distance, and order tracking codes.

OD: -1.75 / -0.50 x 090 (PD 62.5mm)

Type Scale Reference

RoleFont & TrackingLive Sample
Display XLSyne 800 (-3%)Be the specsy one.
Display LSyne 800 (-2%)Try it on. Literally.
H1Syne 700 (-1.5%)Your eye test is on its way.
H2Syne 700 (-1%)One price. Lenses included.
H3Inter 600 (0)Progressive clarity for daily life.
Body LInter 400 (0)Try every frame on your own face before you pay a single rupee.
BodyInter 400 (0)Anti-glare single vision lenses are included with every pair.
Body strongInter 600 (0)Look Twice guarantee: 30-day free remake.
CaptionInter 600 (+6%)AUTHENTIC TITANIUM ACETATE
Price LSyne 800 (-1%)₹2,999
Rx ValueJetBrains Mono 500 (0)SPH -2.50 · CYL -0.75 · AXIS 180° · PD 63mm

5. Personality & Voice

Four voice principles governing how Specsy writes across all interfaces and touchpoints.

1

Confident, not cocky

Speak like a knowledgeable friend with immaculate taste who is sure of the advice.

✓ Do (Face Fit recommendation)

“This one's made for your face. Trust us.”

✕ Don't (Overhyped exclamation)

“OMG you'll look AMAZING!!!”

2

Wink, don't shout

Humour is a light touch. Never more than one joke per screen, and strictly never on health or error screens.

✓ Do (Camera trigger instruction)

“Wink to snap. We'll catch it.”

✕ Don't (Cringe emoji excess)

“LOL wink wink nudge nudge + 😜 emoji”

3

Clear as a fresh prescription

Plain words, exact numbers, no mental arithmetic forced upon the customer.

✓ Do (Transparent lens upgrade)

“Anti-glare is included. Blue Shift adds ₹500.”

✕ Don't (Vague asterisks & hidden fees)

“Premium coating options available at nominal cost*”

4

Care without the clinic

On health and medical moments, drop the wit. Be calm, precise, and refer directly to a licensed optometrist.

✓ Do (Vision screener disclaimer)

“This isn't a medical test. It's a quick check to help you decide whether to book one.”

✕ Don't (Dangerous false assurance)

“Blink Check says your eyes are totally fine!”

6. Brand Copy Bank

Complete repository of all 47 approved product copy strings with one-click copy.

Showing 47 of 47 strings
#CategoryContextVerbatim StringAction
1OnboardingHero splash & brand sign-off“Be the specsy one.”
2OnboardingOnboarding slide 1“Try every frame on your face. Literally.”
3OnboardingOnboarding slide 2“One price. Lenses included. No surprises at the counter.”
4OnboardingOnboarding slide 3“Eye test at home, from ₹99 for up to 4 people.”
5OnboardingGet started action“Let's find your pair”
6OnboardingAuth phone screen“Enter your mobile number. We'll send a 6-digit code.”
7OnboardingAuth OTP verification“Code sent to +91 90000 12345. Wrong number? Change”
8CTAsPDP secondary button“Try it on”
9CTAsPDP primary action“Choose lenses”
10CTAsProduct detail card“Add to bag · ₹2,999”
11CTAsEye Care tab hero“Book home eye test”
12CTAsBlink Check launcher“Start Blink Check”
13CTAsMirror AR camera trigger“Snap it / Wink to snap”
14CTAsShortlist tray action“Compare in Line-up”
15CTAsCheckout sheet primary button“Pay ₹3,899”
16CTAsDelivery method toggle“Pick up at Studio instead”
17Empty statesLine-up tray with 0 items“Nothing to compare yet. Snap 2–4 frames in Mirror and they'll line up here.”
18Empty statesRx Vault with 0 records“No prescriptions saved. Scan your paper Rx, type it in, or book a test.”
19Empty statesOrders list with 0 history“No orders yet. Your first pair is out there, waiting.”
20Empty statesShortlist tab with 0 favorites“Tap the heart on any frame to keep it here.”
21Empty statesShop search zero results“No frames match 'purple aviator' yet. Try 'aviator' or browse Main Character.”
22ErrorsMirror permission rejected“We need your camera to show frames on your face. Nothing is recorded or uploaded. Or use a model photo instead.”
23ErrorsAR tracking lost“Bring your face into the oval, in good light.”
24ErrorsUPI/Card transaction error“Payment didn't go through. You haven't been charged. Try again or pick another UPI app.”
25ErrorsHome test unserviceable address“Eye Pros don't cover 110039 yet. The nearest Studio is 4.2 km away in Rohini Sector 10.”
26ErrorsProgressive B-measurement constraint“This frame's lenses are too short for progressives. Try Ledger or Quarterly instead.”
27ErrorsExtreme prescription safety ceiling“Powers above ±12.00 need a Studio visit so we can get them just right.”
28ErrorsNetwork connectivity lost“You're offline. We'll keep your bag safe until you're back.”
29SuccessPost-checkout confirmation“Done! Your pair is in the lab. Arrives by Thu, 7 pm.”
30SuccessAppointment confirmation“Booked. Farhan will be at your door between 6:00 and 6:45 pm.”
31SuccessRx Scan / manual entry success“Prescription saved to your Rx Vault.”
32SuccessMirror photo capture toast“Snapped. 3 of 4 in your Line-up.”
33SuccessMembership enrollment modal“Welcome to Pass. Your next home test is on us.”
34Push notificationsOrder lifecycle update“Your lenses are being fitted right now. Nearly there.”
35Push notificationsHome test live courier en-route“Farhan is 8 min away with the Try Case.”
36Push notificationsCourier dispatch notice“Your pair is out for delivery. Arrives by 7 pm.”
37Push notificationsFamily member checkup prompt“Aditya's 6-month eye check is due. Book an at-home test?”
38Push notificationsBOPIS order ready notification“Pickup ready at Specsy Studio Indiranagar. Come say hi.”
39Push notificationsAbandoned Line-up retargeting“Your Line-up is waiting. Plot Twist or Encore? Ask a friend.”
40Health and trustPersistent vision screener disclaimer“Not a medical test. A 2-minute check to help you decide whether to book a proper eye test.”
41Health and trustBlink Check outcome: booking recommended“You might benefit from a proper eye test. Blink Check can't measure your power, but an Eye Pro can in 20 minutes.”
42Health and trustBlink Check outcome: no red flags“Nothing stood out today. If you get headaches, squint, or struggle at night, book a test anyway.”
43Health and trust30-day remake assurance“Look Twice guarantee: if your new pair doesn't feel right within 30 days, we re-test and remake it free.”
44Health and trustOn-device WebAssembly AR pledge“Mirror runs on your phone. Your camera feed never leaves it.”
45Store and physicalStudio mirror vinyl adhesive“Looking good, specsy.”
46Store and physicalHard-shell case inside lid“Handle with care. Or don't, we're sturdy.”
47Store and physicalUnboxing reveal inscription“You're the specsy one now.”

7. Custom Optical Iconography

18 custom SVG components matching Lucide's 24px grid, 1.75 stroke-width, and rounded linecaps.

Size:
Stroke:
Color:

IconPair

Brand & Apps

IconMirror

Brand & Apps

IconLensLayers

Brand & Apps

IconEyePro

Brand & Apps

IconTryCase

Brand & Apps

IconRx

Brand & Apps

IconBlink

Brand & Apps

IconFaceRound

Face Shapes

IconFaceOval

Face Shapes

IconFaceSquare

Face Shapes

IconFaceHeart

Face Shapes

IconFaceLong

Face Shapes

IconFrameRound

Frame Silhouettes

IconFrameRect

Frame Silhouettes

IconFrameSquare

Frame Silhouettes

IconFrameCatEye

Frame Silhouettes

IconFrameAviator

Frame Silhouettes

IconFrameHex

Frame Silhouettes

8. Motion & Signature Interactions

Orchestrated motion timelines, spring dynamics, and seamless pattern systems.

1.2 s Wink Motion Logo

Used on app launch splash and order delivered celebration

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0–300 msPair pop-in (scale 0.8 → 1.0)
500–700 msRight lens squashes to winking lid
700–900 msRight lens rebounds with spring
900–1200 msWordmark wipes in from left

600 ms Mini Wink Chip

Used for Mirror AR snap confirmation chip

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0–300 msIsolated right lens squash (scaleY 1 → 0.12)
300–600 msRight lens spring rebound back to circle
Skips wordmarkCompact UI badge footprint

Lens Dots Seamless Wallpaper

Repeating 112px grid where every 7th and 14th dot is a winking squashed ellipse.

Biometric Face Shape Illustrations

Two-tone vector style (Cobalt frames, Sky hair, Jet outlines) rendered with consistent 120×160 viewBoxes.

RoundRectangular frames
OvalRound/Panto frames
SquareCurved/Soft frames
HeartCat-Eye frames
LongAviator/Tall frames