David Clulow packaging
David Clulow is a leading eyewear retailer specializing in designer glasses, sunglasses, and contact lenses, with a strong focus on premium customer service and product presentation. Their packaging strategy emphasizes branded, visually cohesive solutions that align with luxury retail standards while incorporating sustainable practices.
Packaging Portfolio
David Clulow’s packaging portfolio encompasses high-quality rigid paper shopping bags with matte and gloss finishes, folding carton boxes for contact lenses, and premium branded retail carriers. The use of strong, single-layer paperboard and ribbon-handled bags supports both product protection and upscale presentation. Branding is consistently applied across all formats, with clear logos, tailored color palettes, and product-specific design elements. The portfolio reflects a balance between visual differentiation in the premium eyewear segment and operational efficiency for both in-store and online fulfillment.
The packaging is a rectangular, flat carton with a smooth surface and clean edges. It features a metallic silver finish with a glossy coating, enhancing its visual appeal. The front displays a prominent brand logo 'ACUVUE' in bold, dark blue font, accompanied by product details such as 'Oasys with HydraLuxe' and '1-Day' in smaller text. The design includes subtle wave patterns in lighter shades of blue, adding a dynamic element to the overall look. The back of the carton likely contains additional product information and usage instructions, though not visible in the image.
The packaging consists of a light blue retail shopping bag made from paper with a matte finish. It features a large, printed logo in a stylish font on the front, reading 'David Clulow opticians'. The bag has a rectangular shape with a flat bottom and is designed to stand upright. It has two black twisted paper handles for carrying. The interior of the bag is unlined and matches the exterior color. The overall design is clean and modern, appealing to a luxury market.
The packaging consists of a smooth, flat construction with clean edges and folds, indicative of a folding carton. It features a predominantly dark burgundy color with a glossy finish, which gives it a premium appearance. The front displays the product name 'DAILIES TOTAL 1' prominently, along with a logo and product details. The design includes a curved graphic element that adds visual interest.
The packaging is a retail shopping bag made from a sturdy paper material. It features a rectangular shape with a flat bottom for stability. The bag has a matte finish with a dark green color, giving it a premium appearance. The handles are made of black ribbon, providing a comfortable grip. The front of the bag displays the brand name 'David Clulow' in a prominent white font, along with the word 'SUNGLASSES' in smaller text below it.
The packaging is a flat, rectangular box with smooth, single-layer paperboard construction. It features a glossy finish with vibrant colors, predominantly blue and white, creating a clean and modern appearance. The front displays the product name 'DAILIES AquaComfort PLUS' prominently, accompanied by a water droplet graphic, suggesting hydration and comfort. The edges are clean and precise, with no visible fluted layers, indicating it is not corrugated. The box has a tuck-top closure, typical for retail cartons, allowing easy access to the contents.
About the Brand
David Clulow operates over 100 UK retail locations and a robust e-commerce platform, providing premium eyewear and vision care products from top international brands. Their packaging approach leverages high-quality, custom-branded materials to reinforce a luxury customer experience and support their high-touch retail model.
Founded in 1962, David Clulow has established a reputation for excellence in eyewear retail, combining designer product offerings with tailored eye care services. Packaging choices—ranging from rigid retail bags to branded folding cartons—reflect a commitment to both product safety and elevated brand presentation. Sustainability initiatives are increasingly visible in their packaging and delivery methods, targeting environmentally conscious consumers without compromising on visual or functional quality.
Key Differentiator: The integration of premium branded packaging with a strong sustainability narrative, combined with personalized in-store and online customer touchpoints, sets David Clulow apart in the competitive eyewear market.
Design System
Visual Style
Typography leans toward modern, sans-serif fonts paired with classic serif accents; color palette includes deep burgundy, dark green, silver, and soft blue, emphasizing a luxury yet approachable aesthetic; overall approach is minimalistic with high-contrast branding and clean layouts.
Brand Identity
Frequent and prominent logo placement, consistent use of the 'David Clulow' wordmark, and subtle iconography relating to eyewear and vision; visual consistency maintained across all packaging touchpoints, supporting strong brand recall.
Packaging Design
Preference for recyclable paper-based materials, with folding cartons and rigid bags dominating; structural design prioritizes product protection and ease of handling, while closures and finishes (e.g., glossy, matte, ribbon handles) reinforce premium positioning.
User Experience
Packaging is designed to enhance the retail and e-commerce journey, offering tactile quality, easy product access, and a memorable unboxing moment; design supports brand storytelling and customer loyalty, especially for high-value purchases.
Company Metrics
Business insights for David Clulow based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Affluent UK-based consumers seeking premium eyewear brands, with a secondary focus on environmentally conscious shoppers and digital-first buyers.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for David Clulow based on industry standards and best practices
Frequently Asked Questions
What types of packaging does David Clulow use for eyewear and contact lenses?
David Clulow utilizes a mix of rigid paper shopping bags with luxury finishes, branded folding cartons for contact lenses, and premium retail packaging designed for both in-store and e-commerce channels.
How does David Clulow address sustainability in its packaging strategy?
The company emphasizes eco-friendly materials in retail bags and partners with suppliers offering recyclable and responsibly sourced packaging, aligning with its broader sustainability commitments.
What is the role of packaging in David Clulow’s customer experience?
Packaging plays a critical role in reinforcing the luxury positioning of the brand by providing a visually appealing unboxing experience and ensuring products arrive safely and securely.
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