Project Overview
A New Creative Vision for Contact Lenses - Contact lenses brand, ProVision, wanted to pull away from the herd and create a differentiated brand by approaching the design with modernity and a consumer focus.
Boxer & Co.'s creative solution of a modern take on a 1950s illustration style is unique and ownable within the category. The 'freedom to enjoy life' theme of the illustrations disrupts the category by bringing a level of emotion to it, where previously consumers were only engaged at a rational level.
Project Commissioner
Project Creator
Team
Danka Gralik - Designer
Mark Haygarth - Creative Director
Project Brief
Contact lenses brand, ProVision, wanted to pull away from the herd and create a differentiated brand by approaching the design with modernity and a consumer focus.
Typically the category’s packaging has been very technical looking, largely blue and white, the idea of water (to sell the moisture/comfort angle) and non-inspirational. Contacts are
classified as a ‘medical device’, and this medical look/feel has traditionally been the approach for packaging.
The client wanted to create a distinct, recognisable suite of contact lens packaging
that has sub-suites which are easily identifiable by colour or other suggestions.
Keen to do something very different, the client gave us a free-rein and were happy to abandon all equity from their previous design.
Boxer & Co. set about this project in a highly strategic way, getting under the skin of why people select contact lenses over glasses and understanding the emotions involved in that decision.
Project Innovation/Need
Boxer & Co. created a design that uses a modern take on a 1950s style of illustration. Activities ranging from swimming to cliff jumping to dancing and reading adorn the packs in an ownable way, focussing on the freedom that wearing contact lenses, rather than glasses, gives to the wearer.
The types of contact lense are distinguished by the solid background colour. Furthermore, the wearer's condition is indicated by the colour of the circle that houses the illustration, with the most premium range having two circles to portray its more complex structure. New icons were created to help quickly navigate the benefits.
Life is a series of wonderful experiences to be enjoyed to the full.
Design Challenge
This category’s packaging is awash with science, pale blue and water splashes – all cliqués that needed to be avoided. A striking and emotive design was created, taking a really customer-centric approach to the design and focussing on the freedom that the lenses can give to former spectacle wearers.
Effectiveness
“We are thrilled with Boxer and Co’s development of a unique and standout packaging solution that brings a strong retail and consumer friendly flavour to a product category that has until now been 100% clinically positioned and better suited to the back room versus the retail environment. ProVision Contact Lenses packaging now reflects the true consumer benefits of wearing them – absolute freedom to get on with their day and enjoy activities that would be otherwise be restricted with glasses.”
Sarah O'Connor, ProVision Marketing Manager
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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