Dimple Contacts

In Australia, four manufacturers control 97% of the contact lens market. With this monopoly, there has been little to no effort required to brand their products. Packaging has always been designed with the optometrist in mind — storable, stackable — leaving a sea of white, clinical branding that lacks any connection with its consumers. The challenge was to create a new, truly customer-centric brand that better addresses the needs of a millennial audience wanting more from their experience of everyday products. This would be a ‘lifestyle’ brand, but being a medical product, it was crucial to also convey a sense of trust.

We created a suite of 60 colourful circles that correspond to each power number (from -12.00 to +6.00) combining to show the vast number of combinations of individual prescriptions. By creating these custom patterns for each power number and displaying them boldly on each blister, it’s significantly easier for users to identify the pack that’s specific to each eye. We also wanted the unboxing experience to be an utterly unexpected delight. From the blister packs to the boxes, mailers, sleeves and monthly cards, we designed the packaging suite with our millennial market at the forefront of our minds.

When designing the Dimple packaging, we ensured all materials, from the product boxes, sleeves and mailers were 100% recyclable. We supported this with key messaging throughout the user experience to provide additional education on the importance of responsible recycling of packaging, as well as important information on the disposal of lenses. Dimple is more than just meets the eye. A portion of each Dimple order goes directly to training their own sponsored guide dogs in partnership with Guide Dogs Australia, allowing every customer to contribute to creating a better life for someone with impaired vision.

Our art direction centres on a vibrant community of contact lens wearers and packs a highly visual punch. Shot by Jonathan May, it celebrates the individual quirks of each member of the community and how they interact with the boldly branded packaging. By partnering with the Benito Martin and Jessica Johnson for our product shoot and Lyndon Foss for our lifestyle shoot, we built a comprehensive and flexible suite of brand assets that could be used across web, communications, social and advertising in the year following the launch. The willingness of Dimple to upturn an unadventurous market meant we had an incredibly exciting purpose: create a truly tailored brand that puts users at the centre of the experience — shifting the way they consume and interact with their contact lens provider.