Lazy Eight®
Monvue®
Country
Type
Industry
India
0 → 1 Venture
Beauty / Wellness
To build and launch a category-defining brand in the cosmetic wellness vertical, transforming colored contact lenses from a medical commodity into a daily beauty essential engineered specifically for the Indian eye.
Engineered for the Indian Eye.
For decades, the Indian consumer was an afterthought. Global lens manufacturers optimized for lighter irises and skin tones. When applied to darker eyes, the result was harsh, flat, and obviously artificial.
Monvue identified that the barrier to adoption wasn't demand it was believability.
With the Indian beauty market projected to reach $34B by 2028, the opportunity was clear: build a brand that solves for representation, not just decoration.
Defining a New Category Standard
The founding team spent over a year in Korea engineering a lens that felt believable on darker irises. They refined pigment density and pupil transitions to ensure depth rather than a flat printed look.
Our mandate was to translate this technical rigor into a market winning value proposition. We anchored the brand on the product’s non negotiables of 77 percent water content, 16 hour wear, and ophthalmologist tested safety.
By highlighting these structural advantages, we positioned Monvue not just as a cosmetic accessory but as a superior daily essential.
Intersection of Beauty and Precision
The name Monvue translates to “my view”, placing the individual at the center of the experience rather than the product. This shift defined the tone as confident, inclusive, and quietly premium.
We designed the visual identity to bridge the gap between medical device and fashion accessory. The letterforms feature fluid organic curves that reference the eye, grounded by a deliberate geometric construction to signal engineering and safety.
The result is a mark that scales seamlessly across digital interfaces and physical packaging, remaining distinctive without being loud.
An Object, Not a Box.
In a category of flat, forgettable cartons, we treated packaging as a permanent artifact. We designed a cylindrical system topped with an iris-inspired surface, allowing users to identify their shade instantly without reading a label.
Tactile, collectible, and color-coded, the container became a primary visual asset designed to be kept on a vanity, not discarded in the bin.
Authenticity as a Standard.
If the brand promise is natural beauty, the imagery must serve as proof. We rejected the hyper polished norms of the category in favor of honest lighting and zero concealment of blemishes.
We cast models across a wide spectrum of Indian skin tones, turning diversity into a functional tool for the buyer rather than just a marketing optic. By using close framing and minimal retouching, we ensure skin texture remains visible while keeping the eyes as the undisputed hero.
Confidence over Persuasion
Buying lenses online is high anxiety. Users hesitate because they cannot imagine the result. We solved this by building a custom Shopify experience where the "Try On" is the core utility.
We engineered an interactive module allowing users to select their specific skin tone and lens color, seeing the result on a model that matches their complexion. By replacing generic marketing images with honest visualization, we reduced the friction between curiosity and checkout.
To further validate this trust, we designed a transparent testimonial system. Beyond standard star ratings, reviews are filtered by skin tone and user context. This allows new buyers to find proof from people who actually look like them, turning the community into a validation engine.
Intent Led Market Entry
We rejected standard high volume launch tactics in favor of precision. The strategy centered on intent led acquisition, specifically capturing consumers searching for natural lenses for Indian skin.
Content was designed to be low frequency and high signal. We prioritized honesty over noise, deploying unretouched visuals and verified testimonials to definitively prove the product promise. Partnerships were structured around legitimate utility and symbiosis, ensuring Monvue added tangible value to the partner ecosystem rather than simply purchasing reach.
The engagement continues as we guide the brand into new territories. We are currently executing a global expansion strategy into identified high growth markets while collaborating with the founding team on the R&D of future product lines.
