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Bausch + Lomb’s Renu

January 7, 2010 | 6 Comments


Designed by Pentagram | Country: United States | Fonts: Nobel BL, Belizio

Paula Scher (partner-in-charge and designer) and Lisa Kitschenberg (designer) have redesigned the identity and packaging for renu® multi-purpose solution, one of Bausch + Lomb’s signature products and the category leader in contact lens solutions. The renu® identity and packaging have been designed to stand apart from the competition in the category, which includes brands from manufacturers like Alcon, Allergan, Johnson & Johnson and Ciba Vision. The packaging of all these brands uses colors of blue and green and motifs of waves, curves and circles (or bubbles) to allude to water, liquid and moisture. The new renu® packaging drops the allusion and uses an actual photograph of a wave of water that wraps around the package.


The renu™ packaging redesign avoids the unrecognizable overhaul of other recent redesigns and instead reinterprets the familiar brand elements in a new way. The placement of the new wave is the same as on the brand’s previous packaging, with the color band wrapping around the lower two-thirds of the box. The two renu® sub-brands—renu® fresh™ and renu® sensitive™—are clearly designated by different colors. The solutions are now dispensed in the new translucent bottles introduced by Bausch + Lomb that allow users to see how much solution is left in them.


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6 Responses to “Bausch + Lomb’s Renu”

  1. M
    January 7th, 2010 @ 11:07 pm

    is this a global launch or just in the US? pretty nice to see a transparent bottle helps frequent users greatly, another thing with the recent constant re-designing of this product how different are the utilities for example – the weight and cylindrical size, the cap the reusable attached cap etc.

  2. Oliver
    January 8th, 2010 @ 2:10 am

    delicious … like it

  3. Von K
    January 8th, 2010 @ 10:22 am

    Really liking this. The water photo wrapping around works well and the Clarendon gives an air of experienced authority IMO, which is much better than some cold, sciency sans. I’m wondering if that little drop to the right of “re” is made by modifying the counter of Clarendon’s lowercase a…

  4. Nancy
    January 8th, 2010 @ 10:04 pm

    Hi Von K. The Clarendon-looking font is actually Belizio (as quoted on Pentagram’s website).

  5. Erik
    January 11th, 2010 @ 1:20 pm

    Wow. Type with thick serifs on a “modern” package can work beautifully. Now I have proof for every brand manager and design director I work for. 😉

  6. 未东视觉
    August 2nd, 2010 @ 12:01 am


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