Another vintage/modern package design from Louis Cheskin’s 1967 Secrets of Marketing Success: The Lavoptik Medicinal Eye Lotion bottle and the folding carton that it came in.
Besides signaling that this is a product for the eyes, the illustration was also included for brand continuity, since Lavoptik’s previous package design from the early 1900s also featured an eye illustration.
Here, the eye and the structure of the bottle, itself, have been modernized. And Unlike the ill-fated “modern” Wheaties packaging, this redesign is one that Cheskin approved of—since it tested well.
1973 box shows wrap-around eye design lasted at least a decade, but product changed from eye lotion to eye “wash”
Who designed this package? At first, I thought the bottle might have been designed by Lavoptik’s president, Benson C. Brainard, since he holds a number of functional patents, most all of which are related to the packaging and dispensing of eye wash.
The asymmetrical squeeze bottle, however, was not among Brainard’s patents.
Finally, I found it. Charles E. Akers, a Chicago-based package designer held the 1962 design patent for a “combined bottle and eye cup.”
I figure Akers was likely the designer of the trademark and the box, as well.
(Akers’ patent and some of Lavotik’s advertising, after the fold…)
The same product images that Cheskin used in his book also appeared in Lavoptik’s 1962 display ads, touting its new package design:
“New Lavoptik bottle in handsome plastic with ‘piggyback’ snap-on eye cup.”
If there were any surviving examples of the bottle “in handsome plastic with piggyback snap-on eye cup,” you’d think they would be showing up on eBay, but I have not yet seen them.