Vuity Packaging

conceptual packaging re-design

2022

fcb chicago

Packaging design is one of my favorite creative challenges, as it allows me to explore how consumers—myself included—interact with a product. Vuity, the first and only FDA-approved eye drop for age-related blurry near vision (presbyopia) in adults, faced a key challenge: their packaging designs were too similar across SKUs. They needed a solution that would standardize their packaging while maintaining clear distinctions between each variant.

In response, I developed a series of strategic and visually distinct packaging concepts that balanced brand consistency with product differentiation. While the client ultimately chose to revert to their original design solution, this project was an exciting opportunity to explore innovative approaches to visual hierarchy, brand identity, and user experience in packaging design. I am proud of the work I created and the insights gained through this process.

Direction 01: Clarity & bold simplicity

In this concept, I focused on emphasizing the product’s purpose by incorporating a graphic teardrop on the front of the package—a minimal yet bold approach that visually reinforces the function of Vuity. A key client concern was ensuring pharmacists could easily identify dosage measurements, so I prioritized large, highly legible milliliter markings on both the front and side panels. This solution not only enhances visibility but also helps differentiate each SKU simply and effictively.

Direciton 02: Vision in Focus

For this approach, I maintained the bold, large typography for quick identification while introducing a conceptual element that reflects Vuity’s core function: bringing blurred vision into focus. The design features letterforms that transition from sharp to blurred, symbolizing the product’s effect. While readability was a consideration, the human brain processes text from top to bottom, ensuring key information remains legible. I also incorporated a small teardrop motif as minute dividers to organize product details, subtly calling back to the product.

Direction 03: aperture Elegance

This is my preferred direction, as it offers a clean, structured, and highly functional approach to Vuity’s packaging. The concept treats the top portion of the package as a dedicated label, housing all key identifying information in a standardized location for quick recognition by both pharmacists and consumers. Additionally, an embossed treatment of Vuity’s signature camera-iris motif adds a premium, tactile element that distinguishes the brand from other OTC products. To further differentiate SKUs, I introduced green tones for preservative-free variants, creating an intuitive visual cue for both pharmacists and consumers.