Beachfox - An identity and website to launch a local sunscreen.
With Beachfox Sunscreen
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
Robbie Wood
CEO / Founder
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
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.
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.
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.
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.
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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