how to establish a credible foothold in skincare?

The Brief

Bondi Sands, the world's top-selling self-tanning brand, aimed to expand its well-established presence by expanding it's product line into skincare products.

The challenge was to create a new range that maintained the familiar Bondi Sands identity while standing out in a highly competitive skincare market. The new products needed to feel both credible and accessible to consumers.

Our Approach

For the initial launch, which included a broad range of products, it was essential to establish key fundamentals that would make the range easy to navigate and highlight the benefits of each product clearly. We focused on creating a design that balanced clinical efficacy with a playful, approachable aesthetic.

We began by using a clean, white background for the packaging, which gave the range a clinical and efficacious feel. This choice communicated the scientific credibility and high quality of the products. To add a layer of playfulness and make the range more accessible, we incorporated bold coloured iconography. These vibrant icons served as intuitive signposts, helping consumers quickly identify and navigate the range based on their specific skincare needs.

Each product was given its own personality through the use of emotive language, ensuring that while the products were science-backed, they also felt relatable and appealing. 

We paid careful attention to the overall branding to ensure it remained consistent with the established Bondi Sands identity. This included the use of familiar brand elements and design cues that existing customers would recognize and trust, while also appealing to new customers in the skincare market.

Through this thoughtful and strategic approach, we successfully launched a skincare range that not only fits seamlessly within the Bondi Sands brand family but also stands out in a crowded market, appealing to a wide audience looking for credible and accessible skincare solutions.

Bondi Sands skincare: Happy, healthy, real skin everyday