PALM SPRINGS, Fla.—Stanton Optical, a leading retail brand of Now Optics,  announced Monday that it was undertaking “significant rebranding efforts,” influenced by customer research, the focal point being the launch of a new mascot, “Stan the Penguin,” and tagline “Eyecare Seen Differently.” The arctic mascot represents the company's commitment to easy, helpful and dependable eyecare for all customers and the promise of a friendly and easygoing experience at all stores nationwide, the announcement noted.

Stan the Penguin was created in conjunction with The Grist Agency, the announcement noted.

“We are thrilled to welcome Stan the Penguin to the Stanton Optical family as we share the same vision of challenging the status quo and commitment to making eyecare a pleasant experience for everyone” Lukana Justin, senior vice president of marketing and customer at Now Optics, said. “Today is the start of an exciting journey for Stanton Optical and Now Optics that will establish us as the friendliest and most dependable eyecare brand in the industry.”

According to the announcement, Stan the Penguin's journey starts deep in frozen tundra of Antarctica. Although most penguins have excellent vision, Stan has astigmatism and deals with nearsightedness. Given that arctic blizzards reduce average visibility down to just a couple feet, Stan found it frequently difficult to waddle around his natural habitat in peace and avoid threats like polar bears and orcas. Instead of sticking to his flock, Stan hopped on an ice float in search of new beginnings and to challenge penguin stereotypes.

Eventually, “when Stan learned of Stanton Optical's search for a new spokesperson, he was first in line, and the rest is history,” the announcement said.

To help celebrate the company's rebrand and the debut of Stan the Penguin, Stanton Optical said it is offering customers two pairs of glasses in addition to a free eye exam and free anti-glare lens upgrade, made the same day, all for $79. This offer will run at participating Stanton Optical locations throughout the year.

Stanton’s parent company Now Optics also operates the retail brand My Eyelab. The company continues to expand its retail footprint with over 260 corporate and franchise locations in 28 states.