Specler
Specler is an independent Estonian eyewear brand, based in Tallinn. The company designs glasses and sunglasses in-house and sells them direct-to-consumer, with prescription lenses fitted at their own workshop.
The visual identity by Kirill Rogovets pairs ABC Arizona Flare with ABC ROM by Dinamo.
Arizona Flare was chosen for its dual personality – the roman cuts feel composed and editorial, while the italics turn expressive and almost handwritten, which gave us a single family capable of carrying both the considered and the playful sides of the brand. Arizona Flare’s expressive italics are used deliberately in headings to emphasize the key word in each statement – the one carrying the attitude. “See bold. Spend less.” / “We’re here to fix eyewear.”
ABC Rom was selected as the counterpoint: a neutral, well-proportioned grotesque that holds up at small sizes for product specs, navigation, and lens-guide copy, and recedes enough to let Arizona Flaire do the talking where it matters. ABC Rom handles product information, navigation, UI labels, and long-form content, keeping the interface calm and legible.
The project covered brand identity, logo, and the complete e-commerce design.
