Structural and Graphic Package Design for a Newly Positioned Product

Anthem helped Johnson & Johnson Vistakon position Acuvue2 Colours as a beauty product and fashion accessory with a new packaging structure and graphics.

In an effort to attract new users for the brand, including women who are not vision challenged, Johnson & Johnson called upon Anthem to create a new packaging design that was premium, fashionable and fun.

The new packaging sought to attract appearance-focused women, ages 12-24, accustomed to the experience of purchasing department store cosmetics.

After an exhaustive exploration, Anthem arrived at a structural and graphic solution that generates excitement and encourages trial, while maintaining Acuvue2 Colours’ brand equity. The new package is chic and distinctive, and its compact size is ideal for function and display.