Light & Coley is rolling out a new global identity for Optrex, the eyecare treatment owned by Boots Healthcare International.
The consultancy won the business 18 months ago, following a three-way creative/ strategic pitch against Packaging Innovation and the then Coleman Planet.
“It’s a trusted brand, but it wasn’t seen as contemporary by the public,” says a spokesman for Light & Coley. “It was seen as a bit of an auntie’s brand and was missing the lifestyle market,” he adds.
Optrex senior brand manager Heather Mountney says: “The modern designs clearly reflect the benefits of the different variants, making it easier for retailers and customers to choose the variant which meets the individual eyecare need. The qualities of this new design will strengthen the brand’s efficacy and trustworthy image, as well as increase its potential for future growth.”
According to Light & Coley design director, Martin Seymour, the challenge was to achieve a balance between refreshing the tired design and brand recognition. “This was achieved by the introduction of white to allow the brand identity to stand out, combined with new, calming water imagery,” he says.
Optrex was launched over 65 years ago in the UK and claims to have a 50 per cent market share.
There are plans for Optrex’s latest incarnation to be rolled out to international markets in Europe and Australasia.