Packaging

Summer Sun

Summer Sun was exploring modern design directions to test the market for three new tanning lotions. Their fundamental request demanded a clear distinction between each lotion’s functionality, all while grabbing the attention of their target audience: 20-30 year old beauty seekers.

I conceptualized two different design directions: sporty modern, and stylish sensual. Each concept is highly individualized in terms of colour palette, composition and aesthetics, and infographics that differentiate each lotion type. While the sporty modern approach brings focus the lotions’ practicality with a more iconography-based design, the stylish sensual design appeals to a trendiness factor with its use of models reminiscent of high fashion photoshoots.

Designed for Mitchel Shore Creative Services Inc.

Concept 1: Sporty modern with spot varnish

Outdoor protection for indoor tanners A deep, dark, maximum tanning accelerator Multi-purpose tanning lotion and conditioner

For the stylish sensual concept, I proposed a lifestyle photoshoot by the water that focalizes the brand’s target audience to incorporate the presence of the sun. Young professionals are seen basking in and enjoying daylight.

Concept 2: Sensual stylish with metallic colours

Outdoor protection for indoor tanners A deep, dark, maximum tanning accelerator Multi-purpose tanning lotion and conditioner

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