Cultural / Context information for the jury

Menicon Magic one-day contact lenses have achieved wide brand recognition for their exceptionally thin 1mm flat pack packaging. Because they 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.

Tell the jury about the art direction.

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.