Fresh From The Field — DermaVeen Sensitive Sun – By Spruik
For the month of March we are shining a special spotlight on Aotearoa women designers – from their work to their stories. Join us for our inaugural Women in Design DAY | Design & You event coming up on 22 Mar 2024.
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.
With fierce competition in the sun category, Spruik walk us through their work to position DermaVeen Sensitive Sun and launch their new facial sunscreen, Invisible fluid, as a strong market leader.
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The brief
A brief of 2 parts – Spruik was tasked to position the new sunscreen range, DermaVeen Sensitive Sun, and launch their new facial sunscreen product, Invisible Fluid, into a market with a strong market leader.
The competition in the ‘Skinification’ of sun category is fierce, with products offering consumers similar benefits. We needed to distinguish a clear point of difference for the DermaVeen Sensitive Sun range.
Working with imagery created by the Australian team, we developed a brand statement, visual direction, and consumer campaign to build a narrative more suitable to the New Zealand market.
The Design Response
Visually there was a lot to consider.
The DermaVeen brand has an established identity with many ranges under the umbrella, including claims and developed ingredient logos. Furthermore, the Sensitive Sun product packaging design and creative assets had already been established by the Australian team. Our challenge lay in pulling all these elements together harmoniously, while seamlessly linking to the DermaVeen family of products.
An ancient remedy.
Our research told us that consumers are growing ever knowledgeable and concerned with ingredients in their beauty products and are seeking transparency.
Oats have been used for skin care as far back as the ancient Roman times. Best known for its impressive skin-soothing benefits, today a specially prepared form of oatmeal, called Colloidal Oatmeal, is used in the treatment of eczema and other similar conditions.
Through our research, we discovered that the DermaVeen sunscreen range is the only sunscreen range containing Colloidal Oatmeal in all its product sku’s.
This became the white space that led to our approach.
Unity.
We developed 2 logo lockups that incorporate the key ingredient that would unite material that speaks to the range, individual products – and even the other product ranges that sit under the DermaVeen umbrella.
A colour palette pairing sunny orange and milky oat was selected. Coupled with hydrating imagery and placement, we wanted to clearly showcase the product’s scale, benefits, and usage to the consumer. Protection+hydration for sensitive skin – in the sun.
The Design Team
Jon Dunn, Managing Director
Kathryn Dunn, Business Director
Stacey Morrissey, Design Director
Kate Poole, Account Director
Lucie Blazevska, Senior Designer
https://www.spruik.com
https://www.facebook.com/spruiknz/
https://www.instagram.com/spruiknz/
https://www.linkedin.com/company/spruiknz
https://www.youtube.com/@spruik
The Client Team
DermaVeen
Client details
https://www.instagram.com/dermaveennz/
https://www.facebook.com/dermaveennewzealand
https://dermaveen.co.nz
Join us at the Women in Design DAY | Design & You – 22 Mar 2024
This is your opportunity to unplug and reconnect with your practice. An annual event dedicated to fostering community, celebration, and education among women in the design industry in Aotearoa New Zealand. Through out the day you’ll be able to enjoy hands-on activities, time in nature, and hear the inspiring stories from our speakers – enjoying shared experiences and validating experiences as women navigating a career in design.
*DA Friends use your discount codes to access our discounted ticket options.
