Jeff Bezos said, “Your brand is what others say about you when you're not in the room”

We are very proud of what people say about us “behind our backs”

For many years, Hanita Lenses was perceived as a trusted and reliable manufacturer of high quality contact lenses at an affordable price.

In 1988 Hanita Lenses marched into the intraocular world and begun its journey.

Of the numerous millstones along the way, I will mention just a few: 2006, we developed our first premium IOL, 2011 we launched our diffractive optics and in 2019, we decided to define a 5 years strategic plan to support our values.

On those decisions launching dates, Hanita lenses was already known as a reliable, transparent, expert partner, with high quality products.

Yet we felt that something was missing and in 2019 we set a new objective, to be innovative in everything we do, and implemented this new value in all our departments, from manufacturing methods to QA softwares, through R&D new projects, we all had one goal – to think different.

For the Marketing team it was an opportunity to transform the appearance of the brand to include the new value within the existing values.

We changed our logo, marketing materials and our website; we even renovated our premises to match the “face lift” route.

Yet, during the rebranding process, we chose to preserve our core values that were part of us for over 40 years and will be upheld for many more.

Hanita Lenses turns 40 and it looks goooood!

Check out our new website