We brought a modern sunscreen brand to life with a cohesive brand identity - (Sunlite Case Study)

About Sunlite

Sunlite is an oil-free sunscreen brand which makes products that are super light and are ultra protective against harmful rays. The brand is expanding into liquid cream and powder forms which last longer and are even more effective than the run of the mill products in the market. The best part? The brand lives by a sustainability motto and does everything under its control to protect the environment, just like it protects us from the environment (I mean - the sun).

Brand Personality

Sunlite is a motherly figure who tries her best to protect her everyone from any harm. She’s caring, loving and loves her simple ways of doing things. She loves spending the day in the park, calming walks by the bay or the picnics on the beach and will read you a story in her soothing voice, if you ask her to. You can put your head on her lap and she’ll brush your hair gently, making you feel safe, protected.

Target Audience

The target market for sunscreen includes anyone who has a risk of skin damage from over-exposure to the sun. This includes people who work outdoors in the sun like workers, farmers, and even athletes who train outdoors. Similarly, people with sensitive skin or simply those who want to avoid getting sunburnt also use sunscreen.

Other markets for this product include those going on vacation or the to the beach. People who live in sunny climates need sunscreen all year long. And finally, children are in a category of their own because when it comes to skincare and protection from the sun they have special needs that are different from those of adults.

Of all these people on the market, some are using sunscreens because they have to, some are not because they don’t like the heavy chemicals on their skin. But the bottom line is no one likes the feeling of a thick liquid covering their skin at all time.

Sunlite is for any one who’d just want a better alternative which almost feels like it’s not there. However, since it is a premium product the target market would be people who have higher disposable income and they could belong to any of the aforementioned categories.

The Problem Statement

As the name suggests, the brand stands for softness and lightness unlike most of its counterparts in the market. Hence, in order to bring out that feeling, the branding needed to be minimal and simplistic. Only then will it stand out from the clutter. However, that’s easier said than done.

The Mood board

The aesthetics for this project needed to be somethings that remind people of the warmth of a day at a beach and the cooling touch of the sea. This can be done with a vibrant colour palette. I tried to capture this vibe with this mood board, can you feel it?

The Final Concept

The best thing about this project was that the product has a unique proposition, different from the other brands. It was exciting to come up with a brand identity which was just as unique. In order to make the design more minimal I used just one shape to make the majority of the logo - the ‘U’ can be turned around to make a lower case ‘n’ and when both are put together, one on top of the other it can also read ‘S’. The minimal nature of the glyphs also lend a softer look which feels lighter. I also used the same glyph to make a sun ray pattern, which can be used well as a tertiary element. The whole composition brings a feeling that I was trying to capture with the mood board, don’t you think?

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