JW Pharmaceutical Rebrands Frenz into a Total Eye-Care Megabrand Spanning Drugs, Cosmetics, Devices and Food
核心洞察
JW Pharmaceutical (搜索) unveiled a unified brand identity (BI) on August 24, redefining its Frenz eye-care line into a "total eye-care" brand spanning pharmaceuticals, cosmetics, medical devices and food.
Frenz Eye Drop (搜索), the company's flagship over-the-counter product, ranked as the top-selling OTC artificial tears in the domestic market for 13 consecutive years through 2025, based on IQVIA data from 2013 to 2025.
The company will broaden its target consumer base from teens and 20s to adults in their 30s to 50s and diversify distribution beyond pharmacies to convenience stores, H&B stores, large discount stores and online channels.
JW Pharmaceutical (搜索) is expanding its eye-care brand "Frenz" from a pharmaceutical line into a "total eye-care" brand encompassing cosmetics, medical devices and food, as the company seeks to build the label into a megabrand. On August 24, the company unveiled a newly established unified brand identity (BI) redefining Frenz, which has grown as an eye-care brand centered on JW Pharmaceutical's flagship over-the-counter drug "Frenz Eye Drop (搜索)."
Frenz Eye Drop (搜索) ranked as the top-selling over-the-counter artificial tears in the domestic market for 13 consecutive years through last year, based on IQVIA data from 2013 to 2025. Building on this recognition and trust, the company aims to grow Frenz beyond a single product into a brand that accompanies consumers through the many daily routines tied to eye health.
Expanding Beyond Eye Drops
Through the rebranding, JW Pharmaceutical (搜索) is broadening Frenz's scope from its current focus on eye drops and contact-lens care products into a wider range of everyday eye-health solutions. The strategy is to grow it beyond a product used when eyes feel dry or tired into a "daily eye-health brand" that consumers encounter regularly in daily life.
To that end, the company is expanding its product lineup beyond over-the-counter drugs to include food, cosmetics and medical devices. In the second half of this year, it plans to roll out new products in sequence, including eye-health-related food and cosmetics and eye-massage medical devices.
Unified Brand Identity and Packaging
The new BI embodies the brand value of "everyday care for clear, healthy eyes." Its symbol depicts light reflecting off a water droplet and carries on the brand heritage of the existing "F" in Frenz, while a rounded, curved wordmark emphasizes a familiar and comfortable image. Alongside the unified BI, JW Pharmaceutical (搜索) has developed a new brand pattern that visually embodies the unique identity of Frenz.
Existing products will also receive a makeover. The company will gradually redesign the packaging and containers of products such as Frenz Eye Drop (搜索), along with lens solution and care items, to match the new unified BI. It plans to apply the same design system to new products so that consumers recognize the varied lineup as a single Frenz brand. The new BI and brand pattern will be applied not only to product packaging and containers but also to advertising, in-store displays, digital content and other online and offline consumer touchpoints.
Broadening Consumers and Channels
The company is also expanding its consumer base and distribution channels. It will extend its primary target from a focus on people in their teens and 20s to those in their 30s to 50s who take a strong interest in eye health. In parallel, JW Pharmaceutical (搜索) plans to diversify its points of sale beyond pharmacies to include convenience stores, health and beauty (H&B) stores, large discount stores and online outlets.
A JW Pharmaceutical (搜索) representative stated, "Leveraging the long-standing recognition and trust built by Frenz Eye Drop (搜索), we intend to grow the Frenz brand beyond a single product to encompass various aspects of everyday life related to eye health." The representative added, "Starting with the new unified BI, we will continue to introduce differentiated products in various areas and nurture Frenz as Korea's leading total eye-care mega-brand."