Turner Duckworth shines on Solait

Turner Duckworth has redesigned the identity and packaging of Superdrug’s own-brand suncare range Solait, which launches on 8 April.

The consultancy was briefed to make the brand more ‘approachable’ to consumers, more relevant to teenagers, and communicate that it is a safe, reliable and fun brand for all the family.

‘We have repositioned Solait as a trustworthy brand that has an element of fun. It’s caring for your skin, but allows you to have fun in the sun,’ according to Turner Duckworth creative director Bruce Duckworth.

‘We communicated this message by using an icon with a hot foiled symbol that was a splash of suntan lotion that doubles up as a sun. The Superdrug brand personality is to add that bit of fun,’ Duckworth adds.

The brand has around 40 products in the range, including kids, baby, aftersun and gel.

Solait, which is only on-shelf for the summer market, was last redesigned in 2000 by Pearlfisher.

The consultancy has been on the five-strong Superdrug packaging roster for seven years and did not pitch for the work. Each group is paid a pre-agreed fee per job.