Project Overview

The project involves the creation and promotion of Lenskart Blu, a sub-brand under Lenskart that specializes in lenses designed to mitigate the harmful effects of blue light emitted by electronic devices such as smartphones, laptops, and monitors. Recognizing the growing concern over digital eye strain, insomnia, and dry eyes due to increased screen time, Lenskart Blu offers “screentime lenses” to protect users’ eyes. The project encompasses various aspects including branding, product design, packaging, in-store marketing collateral, and sales tools.

Problem Statement

With the proliferation of electronic devices and the rise in screen time, there has been a corresponding increase in concerns regarding digital eye strain and related issues. Users are seeking solutions to alleviate the negative effects of prolonged screen exposure, such as strain, insomnia, and dry eyes. However, there is a lack of awareness and readily available solutions in the market. Additionally, existing products may not effectively address the specific needs of users who are actively engaged with digital screens. The challenge is to create a sub-brand that effectively communicates the benefits of blue light protection lenses and provides a solution that resonates with the digitally active lifestyle of today’s consumers.

Our Approach

We entailed developing a brand language that reflects Lenskart Blu’s futuristic appeal and aligns with the digitally active lifestyle of the target audience. This involves creating a visually appealing and cohesive visual identity using tints and shades of blue. Integration with the parent brand, Lenskart, is crucial to maintain familiarity and trust while establishing a distinct identity for the sub-brand. Product design focuses on creating screentime lenses that effectively block harmful blue light without compromising visual clarity or comfort. Packaging and in-store collaterals are designed to communicate the benefits of Lenskart Blu lenses clearly and facilitate purchase decisions. Sales tools such as t-shirts, badges, and a demo unit are developed to aid the sales team in promoting Lenskart Blu and educating customers about the importance of blue light protection. The demo unit provides an interactive experience for customers to test the lenses and observe the difference in protection firsthand.