Renu, a Bausch & Lomb brand, introduced a new advanced formula that raised the standard of comfort and disinfection in the multi-purpose solution eye care category. Brandimage was asked to refresh the package design to better reflect the benefits of the product reformulation.
The eye care category is overwhelming to shop. It can be difficult for consumers to distinguish between product offerings, price tiers and differentiating benefits. The new Renu design needed to drive awareness of the advanced formula and multiple benefits, while maintaining existing brand equities.
Leveraging the consumer insights, category audits, and quantitative research, Brandimage developed the package with a focus on clarifying and strengthening the communication. The new approach prioritized communication of the formula's benefits and creating a soothing signature visual. An icon system was created for multi-touchpoint communication of the three key benefits. Finally, the natural and calming wave updated the equity assets to create a strong blocking at shelf, provide a visual of soothing comfort and increased relevance.