In a bid to differentiate itself from competitors, Shrimp's goal was to streamline the customer experience by offering subscription-based contact lenses with next-day delivery, all at an accessible price point.

The mantis shrimp has one of the most unique sights out of all of the species on the planet - most famously, they have 16 colour receptors, compared to a human's 3. The main objective involved crafting a brand identity that resonates with the convenience-oriented youth demographic, through a vibrant and daring colour palette exploration.