Uniaye is a Korean cosmetic coloured contact lens brand. To appeal to their target demographic, Uniaye wanted a sophisticated masterbrand identity and packaging design suite that expressed their brands high quality and premium positioning. The challenge was to create a distinctive brand identity that could be utilised off pack and was memorable in a saturated market. The size of the pack was small with limited space, which was an additional challenge.
The brand name Uniaye came from the idea of combining ‘Uni’ and ‘aye’. ‘Uni’ relates specifically to their target audience of university students and the word aye is used to say yes while also sounding like the word ‘eye’.
Beauty category codes were used to make the Uniaye brand relatable to the cosmetic category and appeal to the 18-25 year old female target market.