Cherry Optical Lab Unveils New Brand Identity


GREEN BAY, Wis.—Cherry Optical Lab (COL), a family-owned independent wholesale optical laboratory located here, is unveiling a new identity. The rebranding of the lab, formerly known as Cherry Optical, Inc., consists of an updated logo, tagline, doing business as (DBA) name and a new website, “Our goal with the redesign was to ensure we were appealing to the appropriate target audience and make pertinent information more attainable. However, as an extension of the update, we spent time evaluating what the overhaul meant to us and how the rebranding may affect our team and customers. To us, it’s all about focusing on making the world’s best lenses and creating happy people. You’ll see what we mean when you take a look at the new website. To our customers, we’re always interested in what you have to say about our brand and our work; your feedback is invaluable,” said Adam Cherry, owner and president of Cherry Optical Lab.

“I’m pleased to share that the results of our rebranding were more than we anticipated,” Cherry continued. “We started by building a customer experience map, evaluated customer personas, and the scenarios they encounter as well as our goals and expectations. In doing so, we gained vital insights, and we’re excited to share some of our newly recognized opportunities with our ECPs.”

Cherry Optical Lab founded by Joe and Lynn Cherry in 1999.