Context
Sunski, a sunglasses company, wanted to own the wider sun protection category by launching sunscreen. But suncare was already crowded, and stepping in meant standing out immediately.Strategy
We started with Sunski's own community to find what Outdoor Adventurers actually wanted from SPF: something slather-worthy and fast-absorbing. From there, the bigger opportunity emerged. Suncare was stuck on the same codes: beach, leisure, escape. Sunski had a different point of view, this wasn't about basking in the sun, it was about adventuring in nature. So we built the brand around selling more outside, not more sun.We rooted that idea in a modern contradiction: humans were built for the outdoors, yet most of us are hunched over glowing rectangles. Sunski SPF became a salve to the mania, sold on pure pleasure rather than protection. To keep that feeling alive past summer, we traded generic beach shots for California's full range: desert, lake, coast, forest, snow. SPF stopped being a seasonal product and became an invitation to go outside and feel alive.
Impact
The new brand narrative resonated so strongly it evolved into Sunski's entire master brand. Since launching, the SPF line has garnered a 4.9/5 rating and sold out within 6 months. →Featured in The Brand Identity.