The Challenge:

Take Solara Suncare from a small boutique brand to big box and compete with the major players in retail.

The Solution:

From the start we had to think long and hard about how the brand architecture would play out. One of the most difficult tasks was figuring out how to make room for an entire new product line that would enhance, not dilute, what we’ve worked so hard to become. Do we create an entirely new and separate identity? Or do we just flow new, more cost effective products under the same line? These were some of the important questions we had to work through.In order to answer these questions, we had to take it back to the beginning and determine who our new audience. 

Our goal was to create something that held true to the Solara Suncare culture but still provide value to our new consumers. So we decided not to completely depart from the original luxe line of products, but rather, expand upon the momentum we had already generated. Thinking about all the busy moms out there we needed something that fit into the on-the-go lifestyle at an affordable price. Thus, the Solara Suncare GO! line was developed. We took all the best parts of the Luxe line and created something appealing on shelf and easily digestible when you don’t have all day to read the entire ingredients panel. Using the existing own-able elements from the main brand we were able to set the tone with a clean layout and using punchy color to differentiate from the Luxe line and other brands on shelf.

Needless to say, all this hard work paid off and you can currently find the Solara Suncare GO! line in over 300 Target stores across the US.

WE PARTNERED ON:

+ Brand Strategy & Positioning
+ Brand Guidelines
+ Marketing & Campaign Development
+ Packaging