Contact lens wearers are a savvy lot. They know that once they’ve found the lens for the right eye, the other lens will inevitably fit the left eye. Thus there’s no reason to label the two sides of the contact lens case “L” and “R” as in the top example. You could call the second lid “not R”, or you could leave it blank… or you could use it for MARKETING, like the smart folks at Alcon in the lower example.
This example gets 100 points for incidental marketing, in which we use an available medium to communicate with consumers where otherwise an opportunity would be lost. Contact users see their contact lens cases every time they put in their lenses… what a great reason to remind them of the contact lens cleaner to buy next time. Unfortunately, this example gets 0 points for branding because the name of the brand actually isn’t Alcon. It’s “Opti-Free Express”. Oh well.