Eyecart was born out of necessity. When clinics closed during the pandemic, Canadians, especially those in remote regions, were left without access to the essential eye care they relied on. Dr. Sharma launched Eyecart as a lifeline: a way to get doctor-recommended, clinical-grade products straight to people's doors.
It worked. Fast. And maybe a little too well.
As the customer base expanded, so did a new challenge: Eyecart was being seen as a “budget-friendly backup” rather than the expert-backed brand it was. The experience felt transactional, not trusted. What started as a smart, accessible solution risked becoming a digital discount aisle.
Dr. Sharma knew it was time to evolve, without losing the clinical credibility that started it all. That’s where we came in.
Eyecart wasn’t just solving a distribution problem. It was reframing what accessible, clinical-grade eye care could look like.
During our brand discovery, one insight rose to the top: Eye care is health care, and clinical-grade treatment should be accessible, never transactional. In other words, while price mattered, the real currency was trust in clinical expertise.
So we ditched the discount-store perception and leaned into what made Eyecart different: clinical expertise, seamless access, and a brand people could trust.
We defined Eyecart’s purpose as: “Putting clinical eye care within reach.” Every decision followed that north star—from visual identity to retention strategy. Because when people know they’re getting real, doctor-backed care, price becomes a value add, not the brand.
Our positioning exercises unearthed a singular, unifying insight: “Eye care is health care, and clinical-grade treatment should be accessible—never transactional.” In other words, while price mattered, the real currency was trust in clinical expertise. Eyecart’s purpose, “We exist to put clinical eye care within reach,” became the brand’s true north. We renounced the “discount retailer” mindset and embraced a higher-order promise: Eyecart is not simply a convenient checkout experience, but a “clinical-grade, doctor-approved” partner on every customer’s eye-health journey.
