In 2022, the global sun care market was worth $14 billion annually and growing at a rate of 4.5% year-on-year. Savvy consumers had become more conscious of the ingredients used in sunscreens and were demanding products with fewer chemicals and more natural formulations.

Since then, the market has witnessed advanced sunscreen technology innovations - transparent formulations, water-resistant products, higher Sun Protection Factor (SPF) - all with the objective of enhancing efficacy and user experience. It was against this backdrop that our client wanted to create a homegrown sun care brand that could compete against a multitude of international and regional players.

The brandmark and visual language were inspired by the Sunkiss ethos; a natural product that’s good for you and good for the environment. We took our inspiration from elements of nature - natural motifs as observed in wave and sand formations on the beach - creating an icon and visual language that would be flexible enough to work across a range of products.

Based on the fluidity of lines in nature, the brandmark doubles as a graphic representation of a continuous cream or spray line. Segmenting the middle portion of the line, we achieved the final lockup with a hidden ‘S’. For consistency and clarity, we crafted a clean word mark based on a universal typeface renowned for its legibility. This gives the brandmark a clear and transparent, yet approachable look.

Supported by a luxurious colour palette, the strong, rich tones are anchored with metallic bronze and balanced by a vibrant coral - a nod to the reef-friendly product. Colour combinations work beautifully together to denote product variants.

To address the pressing issue of plastic pollution, convincing the client to introduce reusable packaging without losing the beauty of their upmarket brand.