The Story

Founded by optometrist Dr. Jennifer Tsai, Eyegenic was created after she saw how irritation, dryness, and bacterial buildup affected the everyday lives of her patients. With few effective options that also felt refined and enjoyable to use, she developed a Daily Cleansing Mist designed to bring science backed eyelid hygiene into modern skincare and wellness routines.

We worked together to create an eye care brand identity and packaging system that could translate Dr. Jennifer’s medical expertise into a credible, elevated and approachable consumer brand.

The Challenge

Eyegenic needed to communicate clinical efficacy without feeling overly pharmaceutical. The opportunity was to position the brand between professional eye care, premium skincare and everyday wellness, helping customers see eyelid hygiene not only as a medical necessity, but as a simple and desirable part of their daily routine.

The Creative Direction

The visual identity balances precision with softness. A palette of cool blues and luminous neutrals communicates freshness, cleanliness, and hydration while giving the brand a more elevated presence within the beauty and wellness space.

Clean typography and minimal eye care packaging introduce clarity and trust, while subtle gradients soften the clinical language and create a distinctive, contemporary feel. Together, the identity and packaging present the mist as both science backed and beautifully considered.

The Result

The completed system gives Eyegenic a clear position as an optometrist founded eye care brand where clinical credibility meets everyday luxury. It creates a cohesive foundation for building customer trust, expanding the product range and introducing specialist eyelid care to a wider skincare and wellness audience.