Pearlfisher has designed the packaging for Superdrug’s new 22-strong range of Solait suncare products.
Briefed to communicate “the serious functionality of the products in a light-hearted way”, Pearlfisher has based the identity on a beach umbrella. Each factor level is differentiated by colour, with the normal range in orange, oils and bronzing lotions in coppery brown. White is used for the sensitive and child ranges.
Pearlfisher creative partner Jonathan Ford says, “We created a clear sense of meaning for protection, engaging the consumer on a deeper, more emotive level.
“Far more compelling than majoring in protection numbers, we used the beach umbrella to differentiate between high and low factor products – the higher the umbrella, the more shade, denoting more protection.”