Freshlook -
Full spectrum.

This brand refresh repositions a global range of coloured contact lenses to feel more beauty-led, elevating it from a traditionally clinical category. The work included a new logo (WIP), full brand guidelines, and definition of the brand’s archetype to help steer tone and storytelling.

One of the key product benefits, lenses you can wear from sunrise to sunset, inspired the use of a soft gradient colour palette. This visual approach reflects the idea of all-day wear, while also bringing a sense of warmth and sophistication to help the brand stand out in an otherwise medical-leaning space.

The identity system includes print and digital templates for global markets. Rollout has been phased and is still in progress across regions. The work has been very slow to progress and we’re still waiting for the global rollout to be completed. So until then this work is offline.

*This work is CONCEPT ONLY