Coppertone

Creating a New Visual Identity System
Our team was tasked with reinstating its iconic status of the Coppertone brand with a new visual identity system and brand architecture that would build on Coppertone’s legacy of protection and, once again, cement its place as a category leader.

With a design solution uniting each product literally under the sun, utilizing the horizon line to represent the Coppertone brand. We looked back at Coppertone’s brand in its heyday, taking inspiration from its distinctive equities, such as Little Miss Coppertone, who now takes center-stage as a more contemporary, inclusive and playful illustration to their visual identity system. This includes packaging where Little Miss Coppertone flexes across all sub-brands as she becomes central to the brand storytelling – and mission to ‘seize the sun’ – across packaging, brand world and digital communications.