Making people care about eye care

How do you launch a hydrating new eye drop to people who don’t realize they could actually use eye drops? By creating a whole new vocabulary around eye care. Say hello to Strypaper, Straguiged, and Fatiritated. 

For our look and feel, we ditched every eye care category standard, and embodied the design language of a modern self-care brand.

  • brand strategy + positioning
  • campaign development
  • social content
  • brand ID + tone
  • website design