Magic 1day Menicon Flat Pack

Magic 1day Menicon Flat Pack

Client: Menicon Co., Ltd
Design Company: Dentsu Inc. 
Creative Director: Morihiro Harano
Art Director: Yoshihiro Yagi
Designer: Toshimitsu Tanaka / Ayano Higa
Country: Japan

"The client was Menicon, a contact lens company, and the package was designed as a part of a branding campaign for Magic, a line of disposable contact lenses. The brief from the client was to convey the feature of a new package — only 1 millimeter thick.

When you open the package, the lens pops up; this allows you to take your lenses easily without touching the inner face of the lens. This hygienic nature of the product was considered as a brand value and decided that the design strategy should focus on this value.

The designers transformed the steps of how to wear Magic into 4 unique signs: the package, the act of opening it, taking the lens out, and wearing the lens. The end result was the visual identity that express the philosophy of the product by itself."