Menicon Design & Branding MAGIC-CONCEPT BOOK by Dentsu Inc. Tokyo, PARTY Tokyo

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MAGIC-CONCEPT BOOK

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Industry Prescription Eyewear
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Morihiro Harano
Art Director Yoshihiro Yagi
Copywriter Haruko Tsutsui
Designer Toshimitsu Tanaka, Ayano Higa
Producer Tetsuji Nose
Photographer Takaya Sakano
Agency PARTY Tokyo
Released October 2011

Credits & Description

Category: Design Photography
Advertiser: MENICON
Product/Service: MAGIC 1DAY MENICON FLAT PACK
Agency: DENTSU
Agency: PARTY
Creative Director: Morihiro Harano (Party)
Copywriter: Haruko Tsutsui (Dentsu)
Art Director: Yoshihiro Yagi (Dentsu)
Designer: Toshimitsu Tanaka (Katachi Co.)
Designer: Ayano Higa (Katachi Co.)
Agency Producer: Koji Wada (Dentsu)
Producer: Tetsuji Nose (Drill)
Account Executive: Dai Sakashita (Dentsu Chubu)
Photographer: Takaya Sakano (Freelance)
Printing Director: Takeshi Arimoto (Style Printing)
Retoucher: Yosuke Mochizuki (Tecono)
Media placement: Concept Book - Store&Press - 24 October 2011

Describe the brief from the client
Launch Campaign for New Daily Disposable contact lenses.

Describe the challenges and key objectives
We designed everything. Magic is Menicon’s new contact lens series, which uses a new technology that enabled the super thin 1mm container.
From name to product design and communications, contact lenses were launched as design products.

Describe how you arrived at the final design
Magic is a 1mm thin disposable contact lens that literally pops up from its flat pack. Based on this revolutionary new packaging, we developed the logo and key message 'New Dawn'. Graphic expressions consisted mainly of the horizon and setting sun, which articulates the product’s philosophy, and the simple 1mm thin flat pack design. the designs also conveyed the fact that the contact lenses can open the wearers’ eyes to a whole new world of beautiful sights.

Give some indication of how successful the outcome was in the market
We successfully launched contact lenses as a design product. Our efforts helped to rejuvenate the company’s image and articulate the advertisers feeling of accountability and innovation toward developing a product that help people see. Our campaign also showed contact lens users that they could actually enjoy wearing their rather monotonous lenses 365 days a year.