Breathing Life into a Legacy Brand
When Johnson & Johnson acquired Abbott Medical Optics in 2016, we decided to take some time to analyze what was already in-market and see how we could improve it. The same packaging for TECNIS® Lenses and HEALON® Ophthalmic Viscoelastic Devices (OVDs) had been sitting on shelves in ophthalmic practices for years. As campaigns, terminology, features, and categories evolved, the packages no longer reflected the way surgeons talked about the products. It was time for an evolution.
Our goal was to develop a whole new packaging system that built brand affinity by breaking down confusion and increasing recognition. It had to be eye-catching, but also very clear. This new system needed to give the OR staff the ability to hand-select the intended products without second thought or hesitation, while simultaneously allowing us to comfortably add new products and categories and cycle through campaigns without breaking the framework.
We began with the current packaging, highlighting inconsistencies in how features and categories were handled, or packaging was based on now-outdated launch campaigns. Once we created a comprehensive map of all 19 lenses and 8 OVDs, we were able to filter them based on category, characteristics, and features. We began assigning simple, straightforward design elements and colors that concisely and intuitively reflected the value and benefits of each lens, while tying together related products and characteristics with visual elements such as iconography.