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.