Client
Savant Healthcare Ltd

Design Consultancy
N1 Creative
Jilly Cross
020 7655 4321
jilly@n1creative.com
www.n1creative.com

The Challenge
Savant Healthcare was planning to launch a premium dry-eye remedy in the UK. Dry eye irritation, due to tear fi lm evaporation, is a common affliction and the existing remedies, saline drops that irrigate the eye, make up a highly contested market worth £20million (Euro 29.3million) per annum. Savant Healthcare’s product (which had existed for two years in the German market) addresses the root problem by replacing the oily layer over the tear film. It would be a new entry into the UK market and, because it is delivered by spray rather than drops, would be unfamiliar to consumers. Its retail price, £12.95 (Euro19) compared to an average product price of £3.95 (Euro 5.80), would also be a challenge.

The Brief
N1 Creative was commissioned in December 2005 to create a new brand, including naming, brand design, market research and all collateral including point of sale and website, from a design budget of £50,000 (Euro 73,500). The name needed to appeal to savvy consumers as well as a demanding technical trade audience, the packaging would need to reflect the premium price, of three to four times the market norm and the website would have to inform consumers, ophthalmic professionals and the trade.

The Design
The German product was called Tears Again and its packaging featured a lenticular winking eye. UK consumer focus groups found this ‘tacky’. N1 Creative came up with the name Clarymist and coupled it with clean, contemporary packaging. A recognisable eye icon stands out on the shelf while creating a medically authoritative stance. On-pack information reflects audience priorities and the point of sale display was designed with a tester for self-trial. The product microsite reveals every detail of the product, as demanded by increasingly inquisitive health consumers.

The Results
Clarymist was launched in the UK in June 2006. At the end of year one, market penetration has risen to approximately 15% by value and sales are equivalent to more than £3million (Euro 4.41million) retail per annum at current rate of shipping. The product is listed in major multiples including Tesco and Sainsbury’s as well as Boots and Superdrug. The product also launched in Australia at the same time, but under the Tears Again brand and Clarymist has outperformed the Australian launch by three to one.

Bronze
Corporate / Brand Identity – Design and implementation costs under £100,000