Visine® Redesign
Background
Visine is eye drop company that creates solutions for many different purposes. They have different SKUs that target different symptoms from infections to tiredness. Visine’s target audience is from the age 18 and up. Looking at the demographic, the age demographic that bought the most was under the age of 24 and Asians are the likely consumers. More people with kids purchased this product which is understandable as children would need eye drops as well but are unable to purchase it.
In order to appeal to this target market, we will keep the package to be colourful and distinguishable to stand out against its competitors. As Visine is a big brand to begin with, many consumers will know what they will be purchasing. To avoid alienation we will not stray too far away from the original design and shape of the package.
Brand Positioning
Visine’s brand positioning is that they are a long standing company that has been one of the lead eye care solution brands. They are set and focused on aiding consumers for what they need. Having very easy to use packaging and taking up a large brand block on the shelf at drug stores, they are easily accessible and convenient to use.
The objective of Visine is to aid those with symptomatic eye problems and bring relief to those in need of a solution. Visine targets many different symptoms ranging from dry eyes to antibiotics. Within each category, Visine offered different eye-drop solutions to assist in relieving specific symptoms. Their packaging provides a soothing design that brings comfort to the consumer; just like its competitors. What I wanted to focus on was bringing content awareness to Visine and to bring out its design so it is more eye-catching and distinguishable without straying too far away from the original packaging. This ensures that the consumers can still recognize the brand and easily pick it out from the shelf at their local drug store.
Problem
The original packaging combines a 2 dimensional graphic layout and a realistic eye iconic image which are not appropriately cohesive. The first thing to redesign was the image of the eye. In order to fit in with the overall graphic layout, the eye was drawn and vectorized. The blue and white palette is effective to indicate the eyedrops as it is a calm and soothing colour, however, using the same colour palette for several different types of eyedrops for different purposes is rather hard to differentiate.
Solution
What I propose is a more dynamic graphic layout. The use of geometric polygons draws attention to the box as will stand out against its competitors. I also strongly suggest to change the colour of the design of the box to fit the type of eyedrops that it will be housing. I redesigned 3 different boxes that target infections, dry eyes, and environment. Respectively, I will be using a different colour palette, red, blue, and green, for each of these boxes. I also switched the image of the eye with a vectorized logo (separate from the brand logo) to catch the consumer’s attention. I will be keeping the logo, dimensions of the box as well as the layout of the information the same in order to not change the brand identity too much.
Dieline and Electronic Assembly
Final Mockups
