Logo and Identity system
Packaging
Digital design
Brand launch

CooperVision had quietly grown to become the third-largest contact lens manufacturer globally, but was primarily known for its specialty products rather than its full range of contact lenses. With chain stores, big-box retailers, web merchants emerging as critical customers, and contact lens wearers having more say about lenses and where to buy them, CooperVision needed to inspire audiences to see the brand as much more than a niche player.

The brand idea “A Refreshing Perspective” informed the visual and verbal identity, signaling that CooperVision intended to transcend industry conventions. The identity’s focus was to create a striking and colorful expression of the brand using watercolor — an unexpected departure from an industry landscape awash in blue. The concept was that we don’t see the world in black and white; we each see it differently and in full-color.

Employees worldwide celebrated CooperVision’s new identity, which proved to be the perfect fit for the company’s culture and offerings.