Sun & Skin
From merchant to caring curator.
SERVICES:-
Category insights, narrative, platform
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Visual identity, verbal identity
SECTORS:Consumer Goods, Wellness
Understanding the Brief
The Suncare Shop was a fast-growing ecommerce business, hidden behind a transactional brand name and identity that signalled convenience and a simple marketplace to customers.
To build more brand equity in the SPF category, the business needed to show how it meets deeper needs of customers: this meant transforming from a mere merchant to a caring curator. Renaming and rebranding enabled the business to glow as a trusted guide, informing and protecting people from potential skin damage from the sun - whatever their days look like.
Uncovering the Unfound
The 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 part of daily life (sun) and dermatology (skin), the new name Sun & Skin was a natural fit.
A new brand platform 'Sun Caretakers' was established to better support customers aka 'Sunseekers' across occasions and use-cases, not just at checkout. Designed 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.
Unfound Studio Samples
