SUMMARY
Caddis Time Capsule reimagines the eyewear experience as a moment of personal legacy. Through a letter-writing ritual—online or in-store—customers write a message to their future selves. A year later, it returns to them as a symbol of growth, clarity, and reflection. We developed a 3-layer system including a social media campaign, a community archive called the Legacy Book, and a Caddis Reels Toolkit to amplify participation and visibility.
challenge
We discovered that Caddis customers seek deeper emotional connection and visibility as they age, but few brands invite them to reflect or share their stories. Our challenge was: How might we help Caddis build a stronger, more meaningful community around their philosophy—one that empowers self-expression, honors lived experience, and invites the customer to contribute to something lasting?
Outcome
The project resulted in a three-part experience: 1) A letter-writing ritual tied to eyewear purchases, 2) The Legacy Book—an evolving archive of customer reflections, and 3) A social storytelling campaign supported by the Reels Toolkit to encourage visibility for older audiences. Each layer builds brand loyalty, deepens connection, and creates a cultural footprint that reflects the wisdom and individuality of the Caddis community.
MEET THE Designers:
Jay Scivetti
Layla Keith
Mantika Mehra