“The name and visual identity for The Mad Optimist derive from the brand’s promise, crazy for good, and is crafted to resonate on multiple levels,” explains LPK Creative Director Jen Dusold. “It hints to a bit of naivety and endless optimism. But it also nods to the lab, where the real magic happens. With the brand’s customization offerings, every consumer gets to be a mad scientist—or optimist. The brand’s visual identity really celebrates that.”