JW Pharmaceutical has revealed a new brand identity for its eye care brand 'Frenz,' expanding its offerings beyond pharmaceuticals to include cosmetics, medical devices, and food products.
On August 24, JW Pharmaceutical announced the new brand identity for Frenz, aiming to enhance its product portfolio and consumer engagement.
Frenz has grown around the company's flagship over-the-counter product, 'Frenz Eye Drop Solution.' This product has maintained the top sales position in South Korea's artificial tears market for 13 consecutive years, according to IQVIA data from 2013 to 2025, establishing strong brand recognition and competitiveness.
With this brand renewal, the company plans to expand Frenz from its existing focus on eye drops and contact lens care products to a comprehensive eye health management brand. The strategy is to position Frenz as a 'daily eye health brand' that consumers can encounter regularly. In the second half of this year, the company plans to sequentially launch food products, cosmetics, and eye massage medical devices related to eye health.
Existing products will also be gradually renewed. The packaging and design of Frenz Eye Drops, as well as lens preservation solutions and care products, will be updated, and the same brand design framework will be applied to new products.
The new brand identity encapsulates the value of 'everyday care for clear and healthy eyes.' It visually represents moisture by reflecting light in a droplet shape and incorporates a right-leaning form that inherits the heritage of the existing 'F,' conveying vitality. The wordmark, composed of rounded curves, emphasizes the 'Friendly' nature of the brand, designed to convey a familiar and comfortable image.
JW Pharmaceutical has also developed a new brand pattern that reflects Frenz's visual identity. The new brand identity and pattern will be consistently applied across product packaging, advertising, in-store displays, and digital content, ensuring a unified brand experience for consumers while maintaining the unique characteristics of each product.
In line with the expanded product portfolio, the company will broaden its consumer base and distribution channels. It plans to shift its focus from the 10-20 age group to include consumers in their 30s and 50s, diversifying sales channels beyond pharmacies to convenience stores, health and beauty (H&B) stores, large supermarkets, and online platforms.
A representative from JW Pharmaceutical stated, 'Building on the trust established by Frenz Eye Drops, we will expand Frenz into various areas of eye health management. Starting with the new integrated brand identity, we aim to introduce differentiated products across pharmaceuticals, cosmetics, medical devices, and food, nurturing Frenz as a leading total eye care brand.'
Meanwhile, the company is also accelerating efforts to strengthen its portfolio of original prescription drugs. It plans to advance clinical trials for 'Bofanglutide,' a new candidate drug from China’s Gan & Lee Pharmaceuticals, which belongs to the glucagon-like peptide-1 (GLP-1) receptor agonist class, initially targeting obesity indications and additional indications.
* This article has been translated by AI.
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