Product Packaging Design
Lacrivra SoftRenew Dry Eye Drops
White-blue SoftRenew dry-eye carton with floating tear theatre and Soft Tears. Clear Calm. callouts.
Client Lacrivra
Description
Lacrivra is a fictional OTC dry-eye care house for SoftRenew Lubricant Eye Drops: a redesigned white-to-navy retail carton with light-blue LACRIVRA wordmark, Soft Path subline, large serif Tear Ease wordmark, original single blue water-drop graphic, dark-navy Dry Eye capsule, yellow italic Renewal + LUBRICANT EYE DROPS stack, yellow comfort bullets (fast comfort / replenishes tears / softens dry feel), and STERILE 30 mL — never Bausch + Lomb, Bausch & Lomb, Advanced Eye Relief, real pharmacy phones, patent numbers, or Rochester legal footers. Drug Facts–style side energy uses fictional readable headings only. We staged the single carton as hero, then floated glistening tear droplets, cotton pad, mint, glass sphere, and soft blue ribbon outside the pack with exterior badges for Fast Comfort, Tear Replenish, Dry Eye Soften, and 30 mL Sterile so the collection tile reads as clinical-yet-comforting pharmacy dry-eye theatre, clearly distinct from Ocuvra TriComfort carton-plus-bottle eye drops, Lumivra SoftFocus dual-concept vision cartons, Audivra ear drops, Otivra WaveShield ear sprays, Zephyra nasal sprays, and neighbouring OTC packs shipping in parallel.
Related services
Design storytelling
From brief to designed solution
Ideation concept
Keep OTC lubricant dry-eye carton energy, white/blue three-quarter front + Drug Facts side, large serif wordmark, single blue water-drop graphic, dark Dry Eye capsule, yellow italic benefit stack, yellow comfort bullets, and sterile 30 mL cue as the concept — but invent Lacrivra as the brand spine with SoftRenew / Tear Ease / Renewal hierarchy (never Bausch + Lomb, Advanced Eye Relief, or identical pack faces). Outside the dieline, floating tear/drop props plus exterior headline Soft Tears. Clear Calm. lift a single carton into a Colgate-style enriched 1080 lifestyle poster without third-party eye-care trademarks, real phones/patents, or studio watermarks.
Problem statement
Dry-eye lubricant boards often lock real brand names (Bausch + Lomb / Advanced Eye Relief), clone white/blue Eye Relief carton art with Drop + Drug Facts side as-is including phones and patents, and barren pack-on-white crops into portfolio decks. The brief needed an original fictional dry-eye drops brand, redesigned single-carton hierarchy, and a square 1080 enriched lifestyle poster with floating tear props and external typography — distinct from Ocuvra TriComfort single-system eye-drop sets, Lumivra SoftFocus dual-concept vision cartons (Eye One–style explorations), and other OTC neighbours shipping in parallel.
Solution
We invented Lacrivra SoftRenew, rebuilt hierarchy around LACRIVRA → Soft Path → Tear Ease → blue drop → Dry Eye capsule → Renewal → LUBRICANT EYE DROPS → yellow comfort bullets → STERILE 30 mL, and validated an exactly 1080×1080 enriched lifestyle packshot: carton as hero, floating tear/cotton/mint/ribbon props, and Soft Tears. Clear Calm. margin callouts outside the dieline. Packaging and pharmaceutical tags mark the work for collection filters; artwork forced to precisely 1080×1080 with no Bausch + Lomb, Advanced Eye Relief, real phones/patents, or watermark identity; Ocuvra, Lumivra SoftFocus dual-concept, Audivra, Otivra, and Zephyra neighbour slugs untouched.
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