Yeah, Summer's Over, But Coppertone Has a New Look Courtesy of Pearlfisher

Summer might have just come to an abrupt end, but thankfully, the leaves are still mostly intact, the sun is still shining, and the UV rays are still strongly diffusing. So while folks might be busy closing up the pool and shuttering grills, Pearlfisher just released its new brand design for sunscreen brand Coppertone, inspiring folks to seize the sun. 

The new branding system moves against the "SPF race," and instead of focusing on which SPF numbers are good or bad, the new branding moves in a more upbeat direction. Spending time in the sun, especially with friends and family, is a luxury often taken for granted. The identity embraces what being in the sunshine signifies: a sense of freedom and playfulness, a feeling of emotional belonging and connection. 

In 2019, the brand removed the beloved girl and dog from its logo, but with this refresh, the beloved illustration returns. "We looked back at Coppertone in its heyday, taking inspiration from this icon's most loved and distinctive equities, such as Little Miss Coppertone, who has always stood for trust, care, and efficacy," mentioned Hamish Campbell, executive creative director at Pearlfisher. "Now, a more contemporary, inclusive, and playful illustration of her takes pride of place across brand communication. That includes packaging where she flexes across all sub-brands, as she becomes central to the brand storytelling and mission to 'seize the sun.'"

Pearlfisher designed an optimistic and subtly nostalgic identity for Coppertone by embracing the sun's positive attributes and ditching the negative connotations. Because while we all know that skin cancer can be deadly, climate change and a warming planet are real, and the sun inherently causes wrinkles, we also need the sun for Vitamin D and our mental sanity beyond keeping everything alive on Earth. While sunscreen makes a case for fear-mongering, the new Coppertone branding proves that you can encourage consumers through a positive tone instead of a negative perspective.

This new approach creates an efficient brand architecture and identity system, allowing the Coppertone portfolio to become more methodical and modern.

Previously, the various products within the Coppertone range felt disconnected. The identity drastically varied from product to product, but with this refresh, the packaging is consistent across the board. The new contemporary take is warm and optimistic, with all designs featuring a bright, playful color combination, the same hierarchy of text and illustrations, and the cherished girl and dog logo with a geometrical sun design splashed behind. 

Sunscreen should be an accessory to fun, not an irritating safety tool, and Pearlfisher has superbly depicted playfulness through the branding and packaging.