Dewy

The Brief

We were tasked with the branding and advertising design of LaserVision’s soon-to-launch cosmetic device, a dry eye wand. It needed to straddle the border of affordable, yet high end, and to look inviting and professional.

The Solution

Taking its name from a mix of the nature of tackling dry eyes, and the letters used in its description (Dry Eye Wand) we christened the device Dewy. A small drop of moisture is hidden in negative space between the W and Y, a subtle nod to the function of the device. This subtlety was echoed through the entire approach to the project. We placed the logo in various positions, but always above the models’ eye, which helped reinforce the purpose of the device. Models of different genders and backgrounds were used to communicate this was a device for all users, and photographs were chosen that were not overly slick or too commercial. Keeping things simple worked well, leaving the device and its catchy name at the heart of all posters and advertising with very little other wording required. This meant the marketing collateral always looked genuine, honest, and without the hollow marketing boasts that some cosmetic devices rely on.

The Outcome

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