Australian studio Universal Favourite has designed the packaging for contact lens subscription service Dimple, which makes use of boldly patterned circles that correspond with prescriptions.
Dimple is a direct-to-consumer service that targets the millennial market. As such, the company needed branding that would stand out on social media and attract new customers ? without losing the serious appearance of a medical service.
For this reason, Universal Favourite based their design on a series of complementary circle graphics, each one denoting a particular contact-lens prescription.

Since most people need different levels of correction in each eye, their Dimple lenses will usually have different packaging for the left and right eye ? and the difference is bold enough that the user can see it without their lenses in. With power numbers ranging from -12.00 to +6.00 for Dimple prescriptions, Universal Favourite created 60 different circle graphics in a palette of blues, pinks, oranges, olive greens, teals and black.

The studio said that the advent of direct-to-consumer contact lenses had created the opportunity to completely rethink the product's packaging design.
"In Australia, four manufacturers control 97 per cent of the contact-lens market," said the studio.
"With this monopoly, there has been little to no effort required to brand their products. Packaging has always been designed with the optometrist in mind ? storable, stackable ? leaving a sea of white, c...