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is a new multi-purpose contact lens solution from that is based on the biology of the eye. A breakthrough in its category, 叠颈辞迟谤耻别鈩� employs principles of biomimetics鈥攁 field of science that examines materials found in nature and mimics their best assets to create optimal products. The multi-purpose solution works like the eye to help lenses stay clean and moist throughout the day.

Pentagram has designed the brand identity and packaging for 叠颈辞迟谤耻别鈩� that establish the product as a unique new concept in lens care. The project was completed in collaboration with Fran Gormley at and is the latest in Pentagram's ongoing work for Bausch + Lomb, one of the world鈥檚 largest healthcare brands.

The 叠颈辞迟谤耻别鈩� logo breaks the word into two parts. The "i" is dotted with a drop of liquid that catches the logo in its reflection. Bausch + Lomb developed 叠颈辞迟谤耻别鈩� following extensive research that analyzed how the eye naturally works to clean, hydrate and keep itself healthy. 叠颈辞迟谤耻别鈩� is pH-balanced to match healthy tears, helping to maintain the eye鈥檚 natural condition. The solution contains hyaluronan, a natural lubricant found in the body and in the eye that helps attract moisture. 叠颈辞迟谤耻别鈩� also keeps beneficial tear proteins active in the eye and contains disinfectants to fight against bacteria and keep lenses feeling clean and comfortable.

The brand identity and packaging for 叠颈辞迟谤耻别鈩� is fresh, simple and modern, presenting the product as scientifically advanced, accessible and authentic. The identity uses the colors of blue and green to suggest moisture and nature. The logo breaks the name into two parts鈥擝io and True鈥攁nd the 鈥渋鈥� in Bio has been dotted with a drop of liquid that catches a reflection of the logo. The 叠颈辞迟谤耻别鈩� packaging is green, emphasizing the product鈥檚 basis in nature, and features a picture of the bottle, showing exactly what is inside the box. The graphics are distinctive and stand apart from other solutions on the store shelves, introducing 叠颈辞迟谤耻别鈩� as a true innovation in its product category.

Working closely with the scientists at Bausch + Lomb, Greenwich Marketing Group developed the brand name 叠颈辞迟谤耻别鈩� and the core positioning premise鈥撯�撯�渋nspired by the biology of your eyes鈩⑩�濃�撯�揻or the multi-purpose solution. 鈥淲e had a unique product that works like the eye itself,鈥� said Fran Gormley, principal of Greenwich Marketing Group. 鈥淥ur goal was to create a brand name, a positioning and an image that reflected this breakthrough.鈥�

The 叠颈辞迟谤耻别鈩� project is the third Pentagram has completed in an ongoing collaboration with Bausch + Lomb, following the development of a new corporate identity for the company and a redesign of the brand identity and packaging for its renu庐 multi-purpose solutions.