THE CHALLENGE
Alcon Canada needed to connect with Canadians on a level beyond functional benefit. Despite having the best performing daily lens on the market, Alcon had not built awareness and brand preference and failed to stand out in a cold and clinical category
THE SOLUTION
Under the new See It All brand stance, we created a unique and differentiating visual language which focused on the lifestyle outcome of being able to See It All, instead of getting caught in the “splashy” functional benefi t tropes of the category. Inspired by the elevated minimalism of luxury cosmetics brands, the fresh, simple and clean new look also integrated an eyecon, an ownable visual mnemonic centered on the product’s promise to bring the world into focus.