Tok and Up
tok and up is a one-touch contact lens case brand that can be used without tweezers. I designed the overall brand identity, including the product exterior and graphics, as well as the logo and packaging. To reflect the product’s distinctive “pop-up” opening motion in the logo, I reinterpreted the ampersand (&) as an upward curve. With the brand’s target audience of people in their teens to thirties in mind, I developed four colors and graphic themes, flowers, space, snow, and fruit, and applied them across the products.
To playfully express the idea of looking through a lens, I extended the concept into the packaging design. Each package features a character looking through a telescope at the graphic engraved on the product, with the character and packaging colors coordinated with each product to give the four variations their own distinct personality. By visually connecting the product and packaging, I aimed to express tok and up’s playful brand identity.
Brand Identity, Product Design, Packaging