Brief
Monvue sells premium coloured contact lenses. The category sits in an odd place. A lens is medical-adjacent and also a beauty product, and most brands pick a side. Some look clinical and cold. Others look loud and cheap.
Monvue wanted to be bought as a considered purchase, closer to a cosmetic than a commodity. The brief had three parts. Build an identity that looks premium. Design packaging that makes each colour feel desirable on a shelf and on a screen. Create a website that explains the range and sells it without friction.
The difficulty was trust. A person puts these lenses in their eyes. The brand had to look beautiful and still feel safe, with nothing that felt like a gimmick. It also had to work as well on a small box as on a large screen. [confirm: year]
Approach
The idea was restraint. Colour is the product, so the brand around it stays quiet. We gave Monvue a near-monochrome base and let the lens shades do the talking.
The wordmark is spare and widely spaced, meant to sit comfortably on a small box and a large banner alike. Type is clean and light. Photography is close and still, with the eye as the single subject. [confirm: wordmark and image direction]
Packaging follows the same logic. Each box carries one shade, shown clearly, with fine print arranged so that important information is easy to find. Set side by side, the boxes read like a palette. [confirm: pack structure and finishes]
The website carries the system into a shopping flow. Product pages lead with the shade, then the fit and care details. Layouts stay open so the colours never compete with the interface.
Outcome
Monvue now has a complete identity, a family of lens packaging and a working website. [confirm: launch date and deliverables]
On a shelf, the boxes are distinct and calm. Online, the same system holds across product pages, so a customer who sees the brand on a screen recognises it in the hand. A coloured lens now looks like a considered choice, not an impulse.
Sales in the first months were [result]. The website’s conversion rate after the redesign was [result]. The founders described the work as [result: client quote].
Packaging dielines and brand rules were handed over so that new shades can be added without a redesign. [confirm: guidelines delivered]