“Fog Off Mate” is Australia’s first reusable dry anti-fog cloth, designed by health professionals to provide a sustainable and effective solution for glasses wearers - a need that became especially critical during the COVID-19 pandemic. Tasked with creating a fun, monochrome brand identity, the goal was to position the product as both practical and highly shareable. By tailoring the branding and visual strategy toward young adults on TikTok and Instagram, the brand quickly gained traction online. The bold, playful design not only differentiated “Fog Off Mate” from traditional eyewear accessories but also helped build strong recognition, driving social engagement and positioning the product as a must-have everyday essential.