Background

CooperVision Canada is a leading manufacturer of contact lenses. Number three in the Canadian marketplace, CooperVision is the Canadian division of an American company that sells over $60 million a year. In 1998 CooperVision Canada turned to traffic design for all aspects of the design and communication strategy for the relaunch of the encore line of contact lenses.

Design Goal and Objectives

traffic was hired to create a package design for the encore sphere and toric line of contact lenses that:

• conformed to a new packaging shape;
• maintained familiarity with the old design;
• was more consumer friendly; and,
• updated the look and feel of the brand.

Design Solution

A new type treatment  was developed for the wordmark “encore” that was more in tune with a consumer appeal.  A “bullseye” echoing the retina of the human eye was chosen as a background graphic. Colours were kept consistent with the old package to ensure continuity.

Results

Packaging was tested with optometrists and scored very high in appeal. Sales of the new package design product greatly exceeded expectations.  After the success of the Canadian launch of the new packs, this new package design was picked up for WORLDWIDE distribution by all CooperVision subsidiaries.

traffic marketing + design was retained to handle all print, design and advertising for CooperVision Canada and developed collateral materials including posters, detail aids and consumer brochures to support the launch of the new encore packaging.

The encore packaging exists to this day and has been, in part, responsible for the success of this longstanding brand.