Since its launch in 1932, Optrex has become synonymous with eye care in the UK. However, rapid growth in the category and the influx of specialist and private label brands had weakened Optrex's dominant status. A lack of cohesion in its visual identity on and off pack, coupled with a fragmented product portfolio, made it difficult to navigate and the brand was lost in a sea of sameness amidst ‘look-alike’ competitors. It was time for a bold reinvention to re-establish Optrex as the category-leading expert it truly was.

Having helped optimise the portfolio in line with consumer needs, we conducted a thorough audit to inform the design strategy. Drawing from the brand idea of 'Eyecare with Vision,' we crafted a distinct visual brand language to differentiate product ranges variants whilst unifying the portfolio. The refined brandmark, nods to the brand's heritage and expertise with the addition of a semiotic wink. Beyond the packaging, we also developed brand assets, launch materials, and guidelines to ensure consistency across all touchpoints.

With its modern aesthetic and intuitive design, the revived visual identity re-enforces the brand’s superiority and expertise, creates consistency across the ranges, improves navigation and stand out on shelf while clearly differentiating Optrex from the competition. The result is a re-ignited brand with an identity fit for the future.