Packaging design system

Freshlook^®

The eyes you’ve always wanted

Alcon, the world-leader in eye care, needed a relevant brand story for their FreshLook color contact lens collection. To appeal to US and Asian Millennials + Gen Z consumers, the visual narrative needed a facelift – from one of lenses that provided a functional change – to one of a true beauty brand, generating greater freedom of authentic, self-expression.

Our challenge

Attract beauty-focused consumers who enjoy having fun with their look and want to change their eye color as a means of self-expression. The challenge included a brand mark evolution and portfolio package refresh to establish Freshlook color contact lenses as an essential, empowering part of their daily beauty regimen.

Our solution

Utilizing insights in how “beauty” is expressed and perceived, coupled with close partnerships with internal global graphics team and brand leadership, domo domo created an updated Master Brand visual identity, packaging design system, sub-brand naming convention and research stimuli.

We explored a range of print production options to enhance the overall package presentation and developed prototypes to explore foil substrates, cold foil stamping, spot UV and pearlized varnishes prior to going on press. This led to efficiencies in the process and enabled brand and procurement teams to test print production feasibility without expensive test press runs.

Master Brand platform and mark evolution

The updated Master Brand logo and package design system repositions the brand as a contemporary and sleek beauty brand. An iconographic visual system reinforced new lens technologies and optimal portfolio navigation.