Beachfox - An identity and website to launch a local sunscreen.

With Beachfox Sunscreen

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engagement

Beachfox was a start-up business with an ambition to launch a new sunscreen appealing to millennials and shake up a somewhat tired category. LDN were engaged to help translate this ambition into a brand identity, sunscreen product range and eCommerce experience.

IMPACT

5% sales growth in the first year

“Working with Studio LDN has been an amazing experience primarily due to the fact it genuinely feels like a partnership.”

Robbie Wood

CEO / Founder

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RESEARCH

Through a customer survey and competitor analysis, research investigated what was important to millennials when choosing a sunscreen and what else existed in the category. It was discovered that scented sunscreens had a strong appeal with women, forming part of their beauty routine and driving their purchase choice. Customers also had a preference for stylish, high quality products that valued skincare and were ethically sourced.

EXPERIENCE STRATEGY

Evoke a feeling of style whilst wearing a Beachfox sunscreen

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Customer testing

Guiding the design.

In order to create a desirable brand and digital experience, we wanted to better understand what visual aesthetic would resonate with customers. So we tested three brand concepts that helped guide the final design approach. 

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Brand Identity

Minimalist with a splash of colour.

The customer testing guided the design approach to feel minimalist and modern. Feedback also favoured a simple use of colour to help differentiate between different products and scents.

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Packaging

Style meets suncare.

Taking cues from a variety of products in different categories, the packaging was designed to feel stylish and desirable. We wanted customers to view the products as fashion accessories as well as a suncare necessity. Colour gave an immediate impression of an individual scent without having to open a bottle.

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UX Design

Clean and functional.

The eCommerce user experience was designed to hero the products and their associated scents, the biggest point-of-difference for the Beachfox brand. It was also important to quickly reveal other product features that customers valued – style, quality, skin friendly, sunsafe and ethically sourced. A lifestyle blog was created to expand SEO capabilities and to integrate products into authentic narratives about Australian beach living.

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UI Design

Creating a digital scent.

Customers didn’t usual purchase sunscreen online, so we needed to create a strong impression of what the products scents were like – digitally. This is where the use of colour really helped drive a sense of scent, better enabling the eCommerce experience to convert consideration into purchase. Photography was commissioned through a local photographer who captured images with a quintessential Australian summer feel. Peppered throughout the user interface, they perfectly complimented the brand and product range.

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User interface is like a joke.
If you have to explain it, it's not very good.

We’d love to learn more about your business, your customers and discuss ways in which we can help.