Challenge
In a sun-care market often dominated by conventional tubes, the challenge was to create instantly recognisable packaging that expresses protection, water, sport and summer without compromising the essential clarity of SPF information.
Beach protection
SUP Sunscreen
Sun protection conceived as a lifestyle object: clear, fun and naturally associated with movement.
Movement & water
Protection in action
The gesture becomes visual: a sunscreen spray that tells a story of water, skin, light and real-world use.
Range system
SPF, made visible
Three clear colour codes for instant reading: SPF 30, SPF 50 and Kids SPF 50+.
Kids SPF 50+
Family protection
A brighter, more reassuring children’s variant that is instantly recognisable in the beach environment.
On-the-go ritual
Summer in your hand
A portable, sensory and sun-filled format designed to be held as much as noticed.
Project images
01/05
Packaging design · Sun care · Active lifestyle
SUP Sunscreen
Sunscreen imagined as a stand-up paddle board: protection, movement and summer pleasure in a memorable packaging object.
Project name
SUP Sunscreen
Methods
DCD
DATEM
Deliverables
Packaging design
Range identity
Art direction & CGI
Brand story
SUP Sunscreen, sun protection in motion.
SUP imagines sunscreen as a lively, active and desirable beach object. Inspired by stand-up paddleboarding, the packaging borrows the silhouette of a board, its cords, non-slip textures and sun-filled colours to turn an everyday protective gesture into a memorable brand experience.
Presented as a meeting point between packaging design, beach lifestyle and product innovation, the project has also been featured by recognised design media.
SUP Sunscreen turns the act of sun protection into an active brand experience. Inspired by stand-up paddleboarding, the packaging uses the silhouette of a board, cords, non-slip textures and sunny colours to make sunscreen more visible, playful and desirable.
Solution
We designed a range shaped like miniature stand-up paddle boards, with three distinct colour codes: SPF 30, SPF 50 and Kids SPF 50+. Texture, cords, volumes and information areas translate the nautical world while keeping the product benefit clear.
Impact
The result is iconic sun-care packaging that is easy to spot on shelf and naturally shareable. SUP creates a more emotional brand: protective, active, fresh and designed for moments of beach, family and movement.
Craft & added value
Make packaging an object of movement, not just a container.
The DCD method identifies key usage moments: sun exposure, swimming, water sports, family holidays and the need for reliable protection. DATEM translates these signals into visual emotions: freshness, freedom, safety, energy and summer pleasure. The Data Creative Analyst connects analysis to creation by turning insights into concrete decisions: pack silhouette, SPF hierarchy, range colours, tactile textures and product memorability.
Our expertise confirms a core belief: good packaging design does more than decorate a product; it turns an everyday gesture into a brand experience that is clear, memorable and desirable.
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