For two generations, Tohickon Glass Eyes has produced some of the finest museum-quality taxidermy eyes available, and they knew that the launch of their new product line was a prime opportunity to re-establish themselves as a premier player in their marketspace. Their former site was an old-school affair that didn’t do them justice, and was somewhat offputting in both design and navigation. After foundational discussions about positioning, a brand emerged that made it clear their old-world charm and unparalleled craftsmanship really made their products something world-class taxidermy artists used, and everyone else aspired to. They were the Mercedes of their market. Going with branding concepts like “classic, fine craftsmanship, and luxury”, a completely new approach was fashioned that showcases their work in the way it deserves. Finally, their presentation is in sync with their reputation.