Creating a values-based brand with Millennials and Gen Z in mind
Aveo already had an international presence, but in launching their premium subscription contact lenses in the US, they wanted to become something more — an emotional, innovative brand that was at once simple and cutting-edge, playful and authoritative.
To get there, my team and I reimagined virtually every aspect of the Aveo brand.
On the heels of an exhaustive behind-the-scenes discovery process — involving stakeholder interviews, customer personas, various exercises to align on positioning and brand personality, and even a TED Talk or two — we developed an emotionally resonant brand concept that would serve as our north star: You deserve happy eyes.
Avatar and Tagline
For a variety of reasons, You deserve happy eyes evolved into the registered trademark Make your eyes smile. To complement the tagline, we developed Nubby, a smiling succulent with googly eyes who expresses the joy, energy, and approachability of the Aveo brand.
A wide-ranging logo exploration led nearly full circle, to an evolutionary redesign using a customized typeface that feels softer, more human, and more readable.
Product Naming and Packaging
Clean, bold, type-driven design and dynamic product names combine to create a premium packaging system with the visual appeal to star in social media and advertising, while staying true to Aveo’s advanced lens technology.
The website tells Aveo’s story and makes the benefits of its advanced lens technology engaging and easy to understand — infusing personality into even the most complicated technical specs, and giving potential subscribers the nudge they need to take the leap and sign up for a trial.