My fellow designer friend, Becca Wang and I embarked on the visual refresh for HR Cloud. It initially did not start as a full rebrand, but simply a separation of the two companies of HR Cloud and Neogov. Neogov is the older, parent company that focuses on the public sector, while HR Cloud was its younger company focused on the private sector. Over the years of their existences, their branding and style were very close to being the same. We were on a time crunch to introduce a visual refresh for HR Cloud as the team needed to build a new website in time for a conference.
I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.
I was approached in January 2019 with an opportunity to brand a private therapy practice. Coming from a family of therapists, I immediately jumped on the project and began a wonderful 3-month journey to build a brand that best represents Cindy Shu Therapy.
The first part of my working relationship with Cindy was to establish who she is as a therapist and what her practice stands for. We've had many conversations and collaborated in intensive working sessions to clearly define her mission, values, and goals for her practice. A strong design comes from a well-defined brand, in which we set out to do using a breakdown of branding terms to build the voice of her practice.
Lois + Clark Optometry
Process
Background
I was tasked to create a fictitious brand with a full packaging design while attending Art Center at Night. The project consisted of a branding system, creative brief, and a physical mockup of the pieces. I decided to base my project on a packaging that I have always found troublesome: contact lenses.
FIRST INSIGHT
I like to start every project with in-depth research on the field that I am designing for. I find that I usually come across visuals or facts that can serve as inspiration visually or conceptually.
In my research of optometry, I came across graphics that optometrists use to measure a patient's visual acuity, which is their clarity of sight. This served as the initial inspiration.
I did a visual audit to see how the products are currently on display. Contact lenses are usually stored in an optometrist office, so they are rarely seen. Contact lens solution is usually packaged with a contact lens case in a box displayed on shelves of local grocery or pharmacy stores.
LOGO RESEARCH
I pulled logos from well-known contact lens brands to see what colors and typography companies use to sell their product and categorized them from sans-serif, serif, and slab serif. This allows me to see the different typefaces that are being used across brands and the commonalities they have in color and style.
PRODUCT RESEARCH
Next, I conducted product research to find how current contact lenses, contact solution, and contact cases are made and packaged today. I pulled the colors to see which ones are most used, which colors are used for warning or emphasis, and other color variations for colored contact lenses.
I noticed most brands contain a blue to purple spectrum for their branding system. A few brands use blues and greens within their color choice, either as a slight color variation or the main color focus. Yellows and reds are used for warning signs or for emphasis on the main feature of the product.
INTERVIEWS
Question: In your experience of changing into a new pair of contacts, what features of the packaging
do you find useful and easy? What features do you find difficult and want to change?
A huge mission of Lois + Clark is to provide a packaging solution to the pain points found in the current packaging of contact lenses. I interviewed people within their target audience and consolidated my findings in a summary of issues with a few major considerations:
Summary of Issues
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Difficult to open the packaging to take the lens out - especially when in a rush in the morning.
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The difficulty of opening packaging can result in dropping the lens if not careful.
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Unable to see where the contact lens is because the background is clear.
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Hard to gauge how many are left in stock.
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Opening one contact lens package opens the other attached to it.
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Paper container that holds individual contact lenses is flimsy and prone to become wet especially in a toiletry bag. Contacts tend to fall out of the package.
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Missing identification of which ones are for the left and right eye.
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Solution squirts out whenever the seal is opened.
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Replacing one lens leaves with an odd number of contacts.
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Need some kind of indication for family members who use the same brand.
Major Considerations
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Packaging contains a contact solution that is vital to keeping the contacts hydrated. Therefore, it needs to be in an airtight package. Contacts dry out easily if not stored properly.
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Contact lenses need to be changed every month or daily to keep eyes healthy, and contact cases need to be changed regularly to avoid eye infections. There needs to be an indication for the user of when to change out their contact lenses.
Creative Brief
BACKGROUND
Lois + Clark is a high-end optometry store that sells contact lenses. The brand is passionate about the product's comfort fit, simplicity in purchasing and ease in its packaging design. Every contact company has the same troublesome packaging design that is difficult to open which brings a lot of issues to their consumers. There is also a lack of user-friendliness for the consumer and no existing reminder for them to change their contacts monthly which risks eye infection. Lois + Clark strives to be distinct in their packaging design and provide solutions to these issues for their consumers.
AUDIENCE
20-30-year-old working professionals who are constantly on the go.
TONE AND MANNER
The branding system will be minimalistic, clean and straightforward that will reflect the distinctively simple and easy packaging. Because the brand's audience is working professionals, the design elements will reflect a sophisticated and tasteful style along with the vintage feel of the Superman era.
The brand is inspired by Superman's Lois Lane and Clark Kent. They are both driven and working professionals who go from ordinary to extraordinary in their work outside of work.
OBJECTIVE
The brand strives to be a company that is convenient and easy in its purchasing and packaging design. It will present itself as a straightforward and simple design that focuses on typography and colors, while resolving the many issues that the current contact lens packaging has.
Professional Simple Clean Innovative Dedicated
Saturation
For inspiration, I was drawn to clean lines and minimalistic styles. I was initially drawn to bolder colors such as oranges, reds, and blues. For type, I liked simple variations.
Incubation
I generated a list of names to figure out what the optometry brand should be called. I went through a lot of possible names and landed on the idea of Superman, Clark Kent, and Lois Lane. I was drawn to the idea of Lois and Clark since they represent my target audience of young working professionals.
Next, I drew out a mindmap to see what words I can associate with to expand the obvious ideas. I sketched out initial ideas for the logo, exploring ideas from a monogram, emblem or a simple typeface.
LOGO EXPLORATION
I began to digitize my initial ideas and went through a series of variations. Initially, I wanted to see if there's anything I can do with an ampersand and how that would work with the "L" and "C". I also tried different effects such as blur or halftone to add more visual interest. The final logo iteration is just a logotype, as I felt it fit with the idea of the packaging - simple and easy.
PRODUCT EXPLORATION
There were a lot of different options for potential contact lens solution bottles and eye drops, and I decided to go with the Boston Round. I felt it fit the branding since it's classic and simple. Next, I defined the functional copy of the entire packaging line to define what items will be within the brand.
Functional Copy
Product Name
Contact Lens - Superior Vision
Contact Solution - Tripe Action Cleansing
Eye Drops - Combat Dryness
Contact Lens Starter Kit - The Lois Collection
Contents
Contact Lens
One Year Supply - 12 pairs / Net Weight 1.5 lbs
Contact Solution
1 Bottle / Net Weight 16oz
Eye Drops
1 Bottle / Net Weight 1oz
Starter Kit - Contact Lens, Contact Solution, Eye Drops
Net Weight 2 lbs 17oz
Sell Copy
Contact Lens - Superior Vision
Pop, insert and go on conquering your day.
Contact Solution - Triple Action Cleansing
Eliminates dirt and the worries of keeping your contacts clean.
Eye Drops - Combat Dryness
Replenish moisture to dry eyes. Exit distractions, enter focus.
The Lois Collection - Contact Lens Starter Kit
With great responsibility comes great clarity.
Manufacturer
Lois + Clark, Inc.
Los Angeles, CA 91204, USA
Made in the USA
Ingredients
Contact Lens - Superior Vision
45% polymer (ocufilcon D)
55% water
Contact Solution - Triple Action Cleansing
Micro-filtered hydrogen peroxide 3%, sodium chloride 0.79%, stablized with phosphonic acid, a phosphate-buffered system and PLURONIC 17R4 (cleaning agent)
PACKAGING EXPLORATION
I explored various ideas of how the packaging would be like, from a full kit to the individual packaging of each product. I landed on 4 different final ideas for what the packaging could be like, from a simple top open to round tubular containers.
PACKAGING EXPLORATION
Taking these initial packaging ideas, I began to think about how the copy, patterns and color would be applied on them. I thought of ideas from a phonebooth, optical illusions, to a simple label.
PACKAGING EXPLORATION
With some time and refinement, I went with the idea of wanting to surprise the consumer with the packaging by having a bold optical pattern inside. The patterns began to look a bit too soft and feminine, so I explored a more medicinal-like label. I also explored different ideas for The Lois Collection Kit and how that might look like. I mocked each idea into its packaging just to see and feel how it would be like to the consumer.
CONTACT LENS PACKAGING
For the contact lens packaging, I was driven to address the many issues that consumers were experiencing. I wanted to make sure there was a date indicator for the consumer to know when they have to change their contact lenses into a new pair. I also felt it was important to have each pair in its own contact lens case since they have to change out their case regularly. I landed on the idea of having something tubular and custom, in a way that the consumer is able to set the next date that they have to change out their lenses.
I did a paper mockup with the idea of a changeable date and found that it works pretty well. The container had to be some kind of plastic instead of any paper-like material since it will live in the bathroom. It will have to be waterproof and be able to last for a long time.
With the help of my product designer friend, Jibum Jung, we were able to digitize the piece and see what necessary parts are needed to make the contact lens case fully functional. These digitized sketches were able to help us see how they would fit into each other, and how they can be 3D printed for the final mockup.
We did a first test print with the 3D printer to see how each piece fits within one another. The only issues we ran into were the fit since the top and bottom piece has to rotate easily for the consumer to choose their specified date. Overall, we were really happy with the outcome and printed the final product.
Final Product
The final product reflects how Clark Kent goes from an ordinary journalist to extraordinary superhero. The act of him pulling his shirt to reveal his Superman identity is how the packaging behaves as well. The consumer is able to open the package revealing the product that gives them an extraordinary vision.