renu fresh in Clear Bottle Launched on Canadian Market
28 July 2010 | By Anna Rudenko
Bausch + Lomb launched the innovative clear bottle of renu® freshTM (formerly known as ReNu MultiPlus®, a leading contact lens solution) on the Canadian market. To develop the new packaging and breathe new life into the existing brand, Bausch + Lomb worked closely with Pentagram.
To compliment the clear bottle’s see-through look, they also replaced the previous white label with a clear, polyolefin pressure-sensitive label. The goal was to develop a new package that would clearly communicate the distinct product benefits: the feeling of wearing a fresh pair of lenses every day, and the cushion of moisture between your lenses and eyes you get with renu® freshTM.
The bottle’s design and development was made possible through a partnership with Amcor Rigid Plastics (the world’s leading producer of PET packaging) and R&D/Leverage, known for its world-class packaging design capabilities. Bausch + Lomb worked with R&D/Leverage for several years to develop the clear PET bottle with rounded shoulders—a first in design for contact lens solutions bottles. They also worked closely with Amcor to best optimize the bottle’s wall thickness and dimensions, making it comfortable and easy-to-squeeze for consumers.
Part of the new look includes an actual photograph of a wave wrapping the renu package (versus an image or drawing often used by other products to allude to water), and simple typography clearly indicating the product name and benefits. The new renu logo is clean, modern and simple—stacked on two lines and hyphenated with a water drop.
Most importantly, the bottle is made with healthcare-approved grade of PET, making it more environmentally friendly and 100% recyclable. The bottle is supplied by Amcor—known for their leading-edge and environmentally-friendly design capabilities.
While it is also currently available in many different countries, now renu is the only clear bottle in the lens care category in Canada.
