Sun Club
A sunscreen brand that promotes leisure, spontaneity, and fun, reframing sun care as an enjoyable part of everyday life rather than something restrictive or overly protective.
Art Direction, Brand Development, Creative Strategy, Digital Marketing,
CREATIVE STRATEGY
The creative strategy centers on reframing sunscreen as a lifestyle accessory tied to joy, play, and spontaneity rather than caution or restriction. Bright yellow packaging, bold typography, and energetic visuals replace the traditional clinical blues often associated with sun protection, creating a brand identity that feels optimistic, social, and approachable. Every design element balances vibrant energy with functional clarity, making protection feel effortless, expressive, and fun.
merch & Product STRATEGY
The merchandise strategy extended the brand beyond sunscreen into functional lifestyle accessories designed for beachgoers. Rather than creating generic promotional merch, each item was developed to feel useful within a leisure-driven summer experience. Playful pieces like the flower claw clip and octopus hair clip reinforced the brand’s carefree visual identity while serving practical purposes for windy beach days, swimming, and outdoor activities.
Bright colors, nostalgic shapes, and tactile materials transformed everyday essentials into shareable fashion accessories that naturally integrated into social and beach culture. The goal was to position the brand not just as sun protection, but as a full summer lifestyle centered around fun, self-expression, and spontaneity.
Initial Prototypes
Mockup merch photoshoot generated using AI