Dimple Branding by Universal Favourite

Australian studio Universal Favourite created this clever identity system for Dimple, a new contact lens subscription service looking to disrupt the sector with their new approach.

“Launching in Australia in February 2019, Dimple is a direct-to-consumer daily contact lens subscription service. While there have been a number of similar international companies (Hubble in the US, Waldo in the UK) who have launched successfully, Dimple is the first to create an inclusive lifestyle brand, making strides towards shifting user behaviour in a historically sterile industry.

The identity we created comes from the fact that, for the most part, everyone’s left and right eye prescription is different. We created an illustrative suite of 60 colourful, complementary circles that correspond to each power number (from -12.00 to +6.00) and combine to show the vast number of combinations of individual prescriptions.

And the brand system doesn’t just look beautiful, but answers a huge flaw in existing contact lens blister packs. By creating these custom patterns (IDs) for each individual power number and displaying them boldly on each blister, it’s significantly easier for users to identify the pack that’s specific to each eye… especially when they don’t have their contacts in.”

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