CREATIVE DIRECTION, Logo, Branding, Website
Sundots are the world’s first gummy for sun protection. Based on 30 years of sun protection science, they are created from an active ingredient found in a Central/South American fern, it boosts skin’s resilience to the sun from the inside as well as many other general skin health benefits.
Starting from the ground up, we explored many directions emphasizing different core values of Sundots’ and their customers. Ultimately, we landed on a concept that felt friendly, sunny and warm. It’s straightforward wit – the mark concluding with a literal sun dot – speaks to the friendly, no-nonsense tone of the brand. The expressive mark retains a sophistication that balances its credibility with its personality.
Building the brand
The rest of the identity compliments the mark, reinforcing the juicy, tropical taste of the product. The color palette is bright and natural. We created a custom-drawn pattern of the cast-shadows of ferns to be used on the packaging and as a brand element.
CREATING AN EXCITING UNBOXING EXPERIENCE
As 90% of the customers ordered their Sundots online, it was critical to create a memorable unboxing experience. The box, employing the striking red, stands out in the mail as a very warm, friendly first “nice to meet you” with the product. Once opened, the bottle provides you with all the product information. The bottle is bright enough to be a daily reminder to take your Sundots as a part of your skincare routine.
Art and Creative Direction
We worked with the incredible Sophie Stewart to build a library of images of the product both in studio and interacting with customers’ daily lives. It was important that the photography was “real life,” rather than buttoned up and free of any imperfections, lending itself to an approachable, down-to-earth representation of the brand and product.
AN EFFORTLESS ECOMMERCE EXPERIENCE
With Sundots sales being almost entirely online, it was mission critical that we create a website that informed potential customers about the product and made it easy to purchase the product for yourself. As this is a new product, customer education was a very important part of the website, establishing all the years of scientific data behind the product. Working together as Busby Potter, Kate Busby and I built a custom Shopify site with an emphasis on subscription-based purchases.
A SUCCESSFUL INDIEGOGO CAMPAIGN
As a brand new product, Sundots launched their sales with an IndieGoGo campaign. This was the first opportunity to educate customers on the science behind the product and how Sundots could fit into their skincare routines and active lives. The campaign was very successful, being funded by over 520% more than the original goal.