Skincare is a current pop culture trend and sunscreen is an important step in any skincare routine, even if you are young. I thought about what would delight a Gen Z consumer who loves skincare, and convince them to incorporate Supergoop into their routine as their sunscreen choice. Therefore my brand redesign focuses on adding a trendy, youthful edge.
Scope: One week
Deliverables: Logo and Brand Identity Redesign, Packaging Design
Software used: Photoshop, Illustrator, After Effects
Deliverables: Logo and Brand Identity Redesign, Packaging Design
Software used: Photoshop, Illustrator, After Effects
I was inspired by the comeback of the Y2K aesthetic among younger generations, so the main color choice is a super trendy neon green seen in Tik Tok fashion and streetwear. There has also been a cultural shift toward authenticity by embracing what was once deemed "ugly" and making it cool again. Sunscreen is usually seen as uncool, so my take on the brand leans into that by playing up the "goop" concept and the grossness that the word invokes. The brand doesn't try to be anything but itself - weird and somewhat gross. By doing so it becomes all the more appealing to a young consumer, and sunscreen is suddenly trendy and cool.
Moodboard
Current Brand Values
Fun/Playful
Simple
Useful
Fun/Playful
Simple
Useful
New Brand Values
Simple
Authentic
Cool
Simple
Authentic
Cool
