Before and After: Bausch+Lomb Renu

Renu_packaging01 

After: New packaging and identity

Bausch + Lomb, the Rochester, NY-based optics and eye-care company, have debuted a new corporate identity, designed by Paul Scher and her team at Pentagram New York. In addition, Scher and company have redesigned the brand identity for B+L's renu® multi-purpose solution, and accompanying packaging.



Renu_packaging01_prev

Before: Previous packaging and identity



According to the post on the Pentagram Blog:


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.



Renu_packaging03 

Update renu packaging set against the competition

Clearly, we can see how the new packaging will stand out among competing brands. Chances are, this is going to be the start of a trend and will lead to copycat designs in the sector. 


Renu_packaging02 

details of Fresh sub-brand, and secondary packaging


From the above photos, we can see the new identities in action, but here is a closer look and the befores-and-afters.


Bausch_logo_prev 

Before: previous corporate logo


Bausch_logo
After: no diagrams necessary


Renu_logo_prev

Before: previous ReNu logo


Renu_logo

After: more personable and friendly


According to Pentragram, "Scher and her team are currently redesigning the identities and packaging for several of Bausch + Lomb’s consumer and pharmaceutical lines. These redesigns will be launched later this year."