Easy Vision
Project:
Branding
Overview:
Easy Vision is a contact lens solution that restores moisture to contact lenses meant for more than one day wear.
​
As this was a passion project I created a brief from scratch. I use Easy Vision contact lens solution and have always thought the branding of the bottle is rather dull, essentially it's just an image of a fish in the ocean with a simple text logo. I thought a better job could be done of marketing this product and as more young adults are wearing glasses than ever before, surely this product wants to appeal to their audience at a younger age. In 2012, 20% of people in their early teens required glasses, which had risen to 35% as of 2018 despite sight test numbers remaining the same (Scrivens, Sound Insight Report 2019). If Easy Vision captured the attention of a younger audience, converting them to a customer from the beginning of their contact lens journey then they could potentially have them as a customer for life.
Although it was the packaging of the bottle that sparked my idea, the branding needed to work across a variety of mediums, in particular, print based packaging and digital display across social media. Introducing a company slogan, ‘perfect vision, day and night’, influenced every touch point of this rebrand.
LOGO DESIGN
​
The logo was heavily developed with the primary message in mind ‘perfect vision, day and night’. The eye represents sight, which contact lenses give you, the sun represents the day and the moon represents the night. Combining these illustrations creates an eye outline, a moon portraying the iris and sun beam illustrating eyelashes.
TYPOGRAPHY & COLOUR
​
The style of the logo is flowing and represents comfort, so a font needed to match this feeling. The chosen font has a curved but sophisticated edge to it, communicating comfort and knowledge of the product.
​
The primary brand colours are all based on eye colours; green, blue and brown. Softer natural shades were chosen to add to the feeling of comfort in the product. The curved graphics below were introduced into the brand to enhance this message further.
Social media graphics
​
The graphics below show how combining all the different elements can be executed across social media graphics. Also the photography used must always compliment the brand colours and have an earthy/natural tone. All photos need to include adults and they can't be wearing glasses. Ideal images are scenarios where people are enjoying life with the freedom contact lens' provide.
