New Logo, Identity, and Packaging for Dimple by Universal Favorite

Established in 2018 and launched earlier this year, Dimple is a new daily disposable contact lens subscription service in Australia. Looking to stand apart from the four manufacturers that control 97% of the contact lens market in Australia, Dimple is a direct-to-consumer brand and focuses on the millennial market. As a bonus, $1 from every monthly order goes to Guide Dogs Australia. The identity and packaging for Dimple has been designed by Sydney, Australia-based Universal Favourite. Logo. Although there isn’t much to the logo at a quick glance, there is actually a lot going on here with the subtle angles in various places, particularly the “l” and the “e”. They almost look like mistakes and I’m not sure how much they are needed but they certainly add