Menicon is the largest Japanese contact lens brand.

Upon its debut in European market where a lot of competitors have already been, we were asked to develop a product with unique feature.

The brief was to develop a whole new contact lens using the flat pack technology which was proven its practicality after the research and development process.

With a flat pack, users do not have to touch the inner surface of the lens, as the lens is packed with the outer surface facing up.

Also flat pack does not requirer the conventional ‘pool’ to hold the liquid, therefore, we can print both sides of the package where it used to be a place to print only a specification of the product; and allowed us to 'design' the package for the first time.

Miru is revolutionary in three ways:

1. Miru is cleaner.

When you open a flat pack, the lens rises with the outer surface facing up.Your fingers don't need to touch the inner surface of the lens.Your eyes are protected from infection.

2. Miru sends a message.

The flat pack can be printed on both sides. Daily use lenses are transformed into an exciting new design product.

3. Miru is sustainable.

Cases for the flat packs are made from contact lens manufacturing waste.

As contact lens is a commodity and the market is very price competitive, we needed a solution to clearly differentiate the product as a 'newcomer' and to be named and selected by the users themselves.