Circular Vision is PJ Lobster’s long-term commitment to reshaping the eyewear industry through sustainable practices. Rooted in circular economy principles, the program focuses on reducing waste by extending product life cycles, encouraging repair and reuse, and integrating recycled materials into new collections. It’s a holistic vision that blends innovation, responsibility, and timeless design—shifting from linear consumption to thoughtful regeneration.

Centred around the claim “See in a New Resolution,” the campaign focuses on continuous transformation and reinvention.

Visuals and graphics that fragment into pixels, symbolise a shift in perspective and underpin the brand’s commitment to innovation and circularity, as well as their drive to disrupt the “vanilla-aesthetic,” too common in the industry.

A raw, pixel-based language that scales fluidly across digital, social, and in-store activations—maintaining a strong visual identity while leaving space for motion to do the storytelling.