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Hawaiian Tropic Suncare
When we were originally approached by Hawaiian Tropic, they were using standard stock bottles and unadorned graphics for their labels. The suncare market was starting to become fragmented and their market share was in danger of eroding.
Our recommendations included updating graphics and redesigning the primary container, as well as refining brand image as presented in print advertising. We created new graphic concepts for over 20 SKU's and five lines of products, carefully targeting the diverse sun care market.
We designed the new "Sun Ray" bottle and sprayer to enhance shelf presence and give the containers a more tactile appeal. We also developed the "Be Sun Smart" ad campaign to appeal to each subgroup in the target category. The campaign was acclaimed in Ad Age magazine.
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