Coppertone Redesign
Packaging and identity redesign for sunscreen brand Coppertone. Originally launched as a tanning product in the forties, the brand’s identity felt inconsistent with its mission to protect skin from sun damage. Based on research and interviews, it became clear that millennials felt a disconnect with the brand. The goal of this redesign is to create a visual language that resonates with a new generation of consumers who seek to protect their skin daily.