We reignited Coppertone’s sun-kissed spirit to help people positively ‘seize the sun’ as it gives Beiersdorf’s iconic sunscreen brand a fresh, bright and modern new look. As one of the original pioneers in suncare, Coppertone challenged us to reinstate its iconic status. Rooted in 75 years of history, we've evolved Coppertone's most loved equities. Including the brand's iconic logo, Little Miss Coppertone – and the dog.
As America’s most trusted, and one of the original sun care giants, many people have their own memories of “Coppertone summers”. However, the sun care sector had, in recent years, become an SPF race, focused on numbers and protection from what is “bad”, with an emerging new breed of more bold and emotive brands overtaking the brand leaders.
Coppertone challenged us to reinstate it’s iconic status with a new visual identity system that would, once again, cement its place as the category leader.
By delving into what the sun means to people, and the Coppertone brand, we created a positive and emotive new positioning for Coppertone centered on the freedom to embrace all that is good under the sun. This translates into a new streamlined brand architecture and visual identity system to make the Coppertone portfolio more clean, contemporary and ownable.
The refined type of the name, Little Miss Coppertone and a bold use of varied colors across the portfolio become distinct bullseyes to help people know and look for their favorite sunscreen brand.
By delving into what the sun means to people, and the Coppertone brand, we created a positive and emotive new positioning for Coppertone centred on the freedom to embrace all that is good under the sun.
Our design “seizes the sun” by centering the iconic Little Miss Coppertone on a horizon line.
To redesign the brand’s packaging, we looked back at Coppertone in its heyday, taking inspiration from this icon’s most loved and distinctive equities such as Little Miss Coppertone. She has always stood for trust, care and efficacy and, now, a more contemporary and playful illustration of her stands proud across all brand touch points
The horizon line built a consistent design system across the portfolio pillars.
Client: Beiersdorf
Studio: Pearlfisher NYC
My Role: Senior Designer
Studio Team: Hamish Campbell (VP Executive Creative Director), Alex Wagner (Senior Designer), Shruti Shyam (Designer), Justine Allan (Head of Client Management), Abigail Mayes (Client Director), Michael Parsons (Senior Digital Artworker), Annie Seely (Associate Strategy Director), Talia Evans (Senior Strategist)