Sun Bum Rebranding Project

REBRANDING PROJECT S ierra A itken

and

R yan M ahoney

A pril 2016

TABLE OF CONTENTS Client Profile 3 Creative Brief 5 SWOT Analysis 6 Competitor Analysis

7

Expanded Target Market

9

Mood Board

11

Style Guide 13 Logo Design 15 Media/Merchandise 16 Sample Print Ads 17

CLIENT PROFILE Sun Bum is a sun tan lotion company based in Cocoa Beach, Florida that started in 2010. Sun Bum is passionate about educating society of the importance of protecting family and friends from the dangers of UV rays.

Together, consumers and Sun Bum can work towards the goal of healthier skin.

Mission

“A brand that captures the essence of the outdoor lifestyle while protecting ourselves, and the ones we love, from harmful dangers of the sun.”

Sun Bum’s main target audience is college-aged females.

The company was started recently and is for a more niche audience than just families. The mission to prevent skin cancer and being socially aware attracts young people to feel good about supporting the company. The bottles have a comical feel to it because of the company’s logo which catches the eyes of children and their parents. Otherwise, the products are for people who love to be outdoors and to play in the sun.

Sun Bum also has unique positioning because of their strong stance on skin cancer prevention and how they care about their customer’s wellbeing.

3.

There are no other companies like Sun Bum. The companies that have the largest market share in the industry are Coppertone and Banana Boat, but both are very similar in that they target specifically middle class families with children. Sun Bum, however, has a strong stance on skin cancer prevention which other companies do not get into as much detail about.

Products

Sun Care Products Hair Products Clothing and Apparel Lip Balm Beach Toys and Accessories.

Sun Bum has a fun theme to its current design style.

The colors are bright and match the company’s personality.

The cartoon monkey mascot is comical, showing how the company does not take itself too seriously.

4.

CREATIVE BRIEF The strategies displayed in this rebranding project will provide Sun Bum with a fresh, and slightly newer image so that it may stay competitive with larger companies. With summer upon us, there is no better time for Sun Bum to rethink it’s look.

Sun Bum is a local Floridian sunscreen and sun products company that aims on protecting its customers from the harmful rays of the sun. Not only are the products top of the line, safe and affordable, but Sun Bum makes a huge effort in educating the public about the risks of skin cancer.

Sun Bum as a brand is witty, unique and fun! All skin care products are approved by the Skin Care Foundation and people want to support local companies with a mission.

Plus, the original sunscreen line smells like bananas!

Our target audience will be active males and females from ages 16 to 30 and also parents with young kids.

We want Sun Bum to look: • • • •

5.

Beachy Organic Smooth Bold

Remember to Trust

With: • • • •

Matte Finish Wood texture Pastel Shades Summer Colors

the Bum !

SWOT ANALYSIS Internal Strengths

Weaknesses

Unique positioning.

New and unknown company.

High quality product.

Social Entrepreneurship.

External Opportunities

Threats

Skin cancer awareness.

The industry is populated with many well known brands.

Summertime Advertising.

Differentiation.

6.

COMPETITOR ANALYSIS Sun Bum is targeting a niche audience and is hoping to take market share away from these two competitors by catering to this specific audience.

Coppertone

Coppertone is the biggest sun tan lotion company in the industry. They are popular among families with children because this is their main target audience. Most of the company’s advertisements involve people being active outdoors like people playing sports and laying out on the beach. One of Coppertone’s biggest advantages is the branding for the company. They have one of the most iconic logos of a dog pulling down the bathing suit of a young girl and revealing her tan line. Sun Bum is aiming to strengthen the familiarity of its logo because of this.

Banana Boat

Banana Boat also has a large market share. Like Coppertone, they have a line of products targeting children.

Most of the advertisements also include people playing sports and spending time outside on the beach.

Companies in the sunscreen industry are often very similar, which gives Sun Bum the opportunity to differentiate itself from the group.

7.

8.

EXPANDED TARGET MARKET Paige Summers Age: 22 Gender: Female Location: Cocoa Beach Income Level: $14,400/yr Social Class: Middle Class Occupation: Student Part time waitress at Florida’s Fresh Grill Education: University of Central Florida - Cocoa Campus Marital Status: Single Hobbies: Surfing, Frisbee on the Beach, Hiking, Attending Concerts with friends, Pilates, and Learning the Ukulele.

Paige Summers loves the ocean, and spending days at the beach, which means she may occasionally skips class for some waves. She is always smiling, outgoing, athletic and an all around Florida girl. Her favorite food is pizza with extra pineapple on top and enjoys reading a good book at the end of the day. Even though balancing college with a job can be difficult, Paige always finds time to have fun and enjoy time off for herself. Being social with friends, active and healthy are just as important to her as a good education.

9.

Jonah Gray

Age: 5 Gender: Male Location: Jacksonville Beach Area Income Level: Dependant on Parent’s Income - $75,000/yr Social Class: Middle Class Education: Seabreeze Elementary School Hobbies: Mario Kart, Building Sand Castles, Legos, Eating Mac and Cheese, and Flag Football.

This little man is always ready to have fun! When his parents take Jonah to the beach, he loves to run in and out of the waves, play with trucks in the sand and dig holes. Jonah hates sunscreen because it’s sticky and smells weird. We want to market Sun Bum as a fun and kid friendly suncreen.

Good thing Jonah loves the smell of bananas!

10.

MOOD BOARD

11.

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STYLE GUIDE Sun Bum Original

C = 68 R = 81 M = 16 G = 212 Y = 47 B = 134 K=1 # 51d486

C = 0 R = 228 M = 4 G = 219 Y = 39 B = 140 K = 11 # e4db8c

C = 0 R = 228 M = 51 G = 111 Y = 43 B = 130 K = 11 # e46f82

C = 0 R = 227 M =15 G = 193 Y = 62 B = 86 K = 11 # e3c156

C = 8 R = 185 M = 0 G = 202 Y = 57 B = 87 K = 21 # b9ca57

Baby Bum

C = 33 R = 133 M = 0 G = 198 Y = 15 B = 169 K = 22 # 85c6a9

13.

C = 0 R = 247 M = 0 G = 246 Y = 20 B = 198 K=3 # f7f6c6

C = 5 R = 221 M = 0 G = 233 Y = 13 B = 202 K=9 # dde9ca

C = 0 R = 241 M = 29 G = 170 Y = 48 B = 126 K=5 # f1aa7e

C = 1 R = 252 M = 10 G = 230 Y = 40 B = 153 K=0 # fce699

BEACHTYPE (Medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ (No Lowercase or Numbers Needed)

SUN BUM LOGO (499pt.)

Bananananananana (Medium) ABCDEFEGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

TAGLINE (51pt.)

Subheadings (30pt.)

Helvetica (Medium) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Te x t ( 1 9 p t . )

14.

LOGO DESIGN

15.

MEDIA AND MERCH

16.

SAMPLE PRINT ADS Baby Bum Two Page Magazine Spread

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