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

Three boxes of Freshlook color contact lenses in purple, blue, and yellow-green packaging, tilted at angles, on a white background.
Close-up of colorful, blurred spheres with shades of pink, purple, and orange on a white background.
A bus stop shelter with an advertisement for Freshlook contact lenses, showing a woman with curly hair and brown eyes, promoting her eye makeup and natural look.
Screenshot of a social media profile page for Freshlook, a brand specializing in beauty lenses. The profile shows 334 posts, 211,000 followers, and 134 following, with a blue follow button, message and email options. Below the profile info are three highlight icons with colorful graphics, and the page includes posts with images.
A colorful gradient background with the word "fresHlook" written in white lowercase letters, with a stylized letter "l" resembling an eye.
Multiple social media posts displaying the words "FROM SUNRISE TO SUNSET" on colorful abstract backgrounds. The first post includes a phone screen showing the same post.
Large outdoor advertisement featuring three women, with the phrases 'SEE IT, DO IT, LOVE IT', 'CURIOUS', and 'Freshlook' branding. The women are styled in colorful, trendy clothing and pose against a modern, urban background.