MUSE Gold

2022

Vuity: Healthcare Product Naming

Entrant Company

Catchword Branding

Category

Corporate Identity - Corporate Identity / Other___

Client's Name

Allergan

Country / Region

United States

Catchword developed a name for both the first and only eye drop to treat presbyopia (age-related blurry near vision) for global pharmaceutical leader Allergan.



Presbyopia is a progressive condition that reduces the eye’s ability to focus on near objects, and almost every adult over the age of 40 experiences it. That’s 128 million Americans (nearly half the US adult population). Allergan, a world leader in eye care, developed an eye drop solution to treat this condition. The daily prescription eye drop improves near and intermediate vision without impacting distance vision in as little as 15 minutes and lasts up to 6 hours.



Catchword worked closely with the Allergan team to develop Vuity, a name that instantly conveys the solution’s ability to improve viewing acuity. The name is easy to spell and say (no small feat in pharmaceutical naming) and works equally well for English-speaking and international audiences. The name’s smoothly voiced opening “V” suggests velocity, action, and efficiency, ideas reinforced by the word’s brevity. Vuity packs three syllables into a small, quickly spoken package, underscoring the product’s ability to quickly deliver significant, lasting results.



In October 2021, the FDA approved Vuity as the first and only eye drop to treat presbyopia.

Credits

Principal & Creative Lead
Maria Cypher
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