Culturavision: Eye Caring Optics, 1

Credits & Description:

Campaign name: Eye caring optics
Registrant: Red Pepper Creative
Brand name: Culturavision
Designer: Natasha Kotovskaya
Photographer: Anton Smetanin
Art Director: Julia Uzkikh
Executive Creative Director: Danil Golovanov
Creative director: Ivan Sosnin
Creative idea explanation: Russian eye care retailer Culturavision recently debuted a new branding system that actually doubles as a workout for customers' eyes. Agency developed the company identity, which draws its designs from real eye-care exercises that patients can use to maintain proper visual health. Culturavision's packaging, collateral, point of sales and branding all feature patterns reflecting eye movements patients can practice to help improve or maintain their vision and reduce eye stress. The campaign brief was to build a loyal relationship with the brand's premium and upper-middle class consumer targets through design communication.