Vuity Packaging

conceptual packaging re-design
(not chosen for production)

2022

fcb chicago

For this exploratory packaging project, the goal was to reimagine the packaging system for Vuity—the first FDA-approved eye drop for age-related blurry near vision (presbyopia) in adults—and address a key issue: existing SKU designs lacked clear differentiation while needing to maintain a cohesive brand presence.

In response, I developed a range of packaging concepts that established a more structured visual system while creating stronger distinction across variants. Through hierarchy, color, and layout, each direction explored different ways to improve navigation, strengthen brand recognition, and create a more intuitive user experience.

While these concepts were ultimately not brought to market, the project became an opportunity to explore multiple approaches to packaging architecture and demonstrate how thoughtful design can balance consistency with clarity.

Direction 01: 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 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.

Direciton 02: Vision in Focus

As an alt, 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.

Direction 03: aperture Elegance

This was 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 color variations centered around different milliliters and preservative-free options.