Russian eyecare retailer Culturavision recently debuted a new branding system that actually doubles as a workout for customers' eyes.
Agency Red Pepper developed the company identity, which draws its designs from real eye-care exercises that patients can use to maintain proper visual health. Culturavision's packaging, collateral, point of sales and branding all feature patterns reflecting eye movements patients can practice to help improve or maintain their vision and reduce eye stress.
So while the design is easy on the eyes, it makes them work hard too.
According to the agency's Chief Creative Danil Golavonov, the campaign brief was to build a loyal relationship with the brand's premium and upper-middle class consumer targets through design communication.