Sun & Skin
From Merchant to Caring Curator.
SECTORS:Consumer Goods, Wellness
SERVICES:-
Category insights, narrative, platform
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Visual identity, verbal identity
Understanding the Brief
The Suncare Shop. A fast-growing ecommerce business, hidden behind a name and identity that undersold it. It's transactional brand name signalled convenience and a simple marketplace to customers.
But the business had an opportunity to become more than that to build more equity in the SPF category. Meeting the deeper needs of customers meant transforming from an easy merchant to a caring curator. Naming and rebranding meant the business could glow as a trusted guide, informing and protecting people from potential skin damage from the sun.
Uncovering the Unfound
he SPF category is awash with complex formulas and routines, we aimed to simplify it without reducing the importance of looking after yourself in the sunshine. Placing the brand as directly as part of daily life (sun) and dermatology (skin), we named it Sun & Skin.
A new brand platform 'sun caretakers' was established to better support customers aka 'sunseekers' across occasions and use-cases, not just at checkout.
Designed it to act like a stand out brand, not a background wholesaler, we brought Sun & Skin into the light, to provide clarity for consumers who want to enjoy being outside without negative long-term consequences to their health.
