Background

Menicon Magic one-day contact lenses have achieved wide brand recognition for their exceptionally thin 1mm flat pack packaging. Our brief was to update the brand’s image with a refreshing new package design that also remained faithful to the original “revolutionary 1mm flat pack” design concept.

Describe the creative idea (40% of vote)

Menicon Magic one-day contact lenses come in distinctive 1mm flat packs. Because the lenses let the wearer see the world in all its beauty, fresh and new each day, we redesigned the packaging in a subtly graduated range of hues that mirror the changing colours of the sky. In addition, we adorned each flat pack with the brand’s three iconic signature graphic elements, which represent the changing shape of the lens as the package is opened and the lens is placed in the wearer’s eye.

Describe the execution (40% of vote)

To execute our design, we created the flat packs in 30 different subtly graduated colours. 15 of the colours were used for the foil covering of standard lens flat packs; the remaining 15 were used for the foil covering of toric lens flat packs. Both types are offered for sale in recycled plastic cases containing 10 flat packs.

List the results (20% of vote)

Bringing a refreshing new look to a successful product line, the redesigned packaging is currently being introduced at Menicon contact lens sales outlets throughout Japan.