New Work: Biotrue™
Biotrue™ is a new multi-purpose contact lens solution from Bausch + Lomb that is based on the biology of the eye. A breakthrough in its category, Biotrue™ employs principles of biomimetics—a field of science that examines materials found in nature and mimics their best assets to create optimal products. The multi-purpose solution works like the eye to help lenses stay clean and moist throughout the day.
Paula Scher has designed brand identity and packaging for Biotrue™ that establish the product as a unique new concept in lens care. The project was completed in collaboration with Fran Gormley at Greenwich Marketing Group and is the latest in Scher’s ongoing work for Bausch + Lomb, one of the world’s largest healthcare brands.
The Biotrue™ logo, left, breaks the word into two parts. The “i” is dotted with a drop of liquid that catches the logo in its reflection, right.
Bausch + Lomb developed Biotrue™ following extensive research that analyzed how the eye naturally works to clean, hydrate and keep itself healthy. Biotrue™ is pH-balanced to match healthy tears, helping to maintain the eye’s natural condition. The solution contains hyaluronan, a natural lubricant found in the body and in the eye that helps attract moisture. Biotrue™ also keeps beneficial tear proteins active in the eye and contains disinfectants to fight against bacteria and keep lenses feeling clean and comfortable.
Paula Scher’s brand identity and packaging for Biotrue™ is fresh, simple and modern, presenting the product as scientifically advanced, accessible and authentic. The identity uses the colors of blue and green to suggest moisture and nature. The logo breaks the name into two parts—Bio and True—and the “i” in Bio has been dotted with a drop of liquid that catches a reflection of the logo. The Biotrue™ packaging is green, emphasizing the product’s basis in nature, and features a picture of the bottle, showing exactly what is inside the box. The graphics are distinctive and stand apart from other solutions on the store shelves, introducing Biotrue™ as a true innovation in its product category.
“It was terrific to work on this product introduction because it was possible to define a category,” says Scher. “All other contact lens solution packaging is blueish with swishy stuff on it. It is brave of Bausch + Lomb to push the category forward. Biotrue™ looks nothing like the rest of the category and is nothing like the rest of the category. The collaboration with Fran Gormley was terrific because she had a vision for the product. The packaging was carefully tested and managed to define consumer expectations, not parrot them.”
Working closely with the scientists at Bausch + Lomb, Greenwich Marketing Group developed the brand name Biotrue™ and the core positioning premise––“inspired by the biology of your eyes™”––for the multi-purpose solution. “We had a unique product that works like the eye itself,” said Fran Gormley, principal of Greenwich Marketing Group. “Our goal was to create a brand name, a positioning and an image that reflected this breakthrough.”
The Biotrue™ project is the third Scher has completed in an ongoing collaboration with Bausch + Lomb, following the development of a new corporate identity for the company and a redesign of the brand identity and packaging for its renu® multi-purpose solution, launched earlier this year.
Biotrue™ is currently available at retailers across the U.S. and will be introduced in Europe this fall.
Project Team: Paula Scher, partner-in-charge and designer; Lisa Kitschenberg, designer.