As one of the original suncare giants, Coppertone challenged Pearlfisher to reinstate its iconic status with a new visual identity system and brand architecture that would, once again, cement its place as the category leader. Our design solution unites each product quite literally under the sun, utilizing the horizon line to represent the Coppertone brand.
We looked back at Coppertone in its heyday, taking inspiration from its distinctive equities, such as Little Miss Coppertone, who has always stood for trust, care and efficacy. Now, a more contemporary, inclusive and playful illustration of her takes centre stage. This includes packaging where she flexes across all sub-brands, as she becomes central to the brand storytelling across packaging, brand world and digital communications – building on Coppertone’s 75-year legacy of protection for everyone’s moments in the sun.