ADDED JANUARY 10, 2010 Easy Eye Solutions is a company whose products enhance the youthfulness and confidence of their customers by reducing the appearance of dark circles and under-eye puffiness. They do this through their two core products; Instant Eye Tuck and Illuminating Eye Care. For more infomation on Easy Eye Solutions, visit their website.
Identity
Their product line already successful, EESs marketing team knew that in order to compete in a larger marketplace, the products needed to have a proper identity. The label on the existing bottles was very generic and they wanted something more recognizable.
The client also noticed "Easy Eye Solutions" had become a bit of a mouthful for some customers and that the product was being referred to as "EES". The acronym intruigued me and I thought perhaps it could work in lower case. The lucky cooincidence is typographically the negative space inside a lower case "e" is called the eye because it is shaped like one. Additionally, by overlapping the characters in "ees" you get a very recognizable positive shape that is still legible as the acronym. Some have even commented that the corners of the "eyes" look like lachrymal glands (tear ducts) and I'm glad they noticed. After trying many dozens of typefaces, it was decided that Bell MT offered the most aesthetically pleasing, recognizable and classy shape while keeping the "eyes" intact.
Several colours were attempted, but in the end the dark blue you see on the left was chosen for imparting a sense of reliability. The rectangle, only slightly taller than a square, adds to the sense of stability and framed the title nicely.
I used Trebuchet MS in uppercase letters to spell out the the full name of the product above the rectangle to increase it's visibility. The products already had good brand equity in name and we definitely wanted customers to recognize the product in its new "skin".
Easy Eye Solutions logo
Other logo ideations. Note the modified "eye" characters on the exmaple on top.
Product packaging
With the identity done, it was time to apply it to the new labels for the existing bottles. The challenge here was less aesthetic and more about the economy of space; very limited given the size of the bottle and the amount of copy. The rear instructions and ingredients were set in Arial Narrow; both easily read at small sizes and compact enough to bring the size up from the original label.
The front of the bottle was more challenging. It involved very precise incremental changes at high magnification. I adjusted the logo, negative space, leading, tracking and type size (e.g. the logo's ® symbol needed to be doubled in size) in reaching a good balance in all elements. The product title was set as the logo title in Trebuchet MS Bold at six points and reduced leading (the space between one line of text and the next) to conserve space.
