The Challenge
The sunscreen and skincare category is highly saturated, with brands offering similar claims and benefits.
As a result, consumers often struggle to distinguish between products.
In addition, DermaVeen needed to integrate a new sunscreen range into an already established brand system. Existing packaging, ingredient claims, and visual assets created complexity rather than clarity.
Therefore, the challenge was twofold: create a clear point of difference while maintaining brand cohesion.
The Insight
Consumers are becoming more ingredient-aware and actively seek transparency in skincare.
However, most brands communicate ingredients in a generic or interchangeable way.
We identified a critical truth:
DermaVeen is the only sunscreen range containing colloidal oatmeal across all products.
This created a clear and ownable opportunity.
The Strategy
We built the brand around a single, unifying idea: ingredient-led differentiation.
Instead of listing features, we elevated colloidal oatmeal into a central brand asset.
As a result, the product moved from being one of many to being clearly distinct.
The Brand System
We translated the strategy into a cohesive visual and messaging system.
First, we developed logo lockups that highlighted the key ingredient across all touchpoints.
Next, we aligned colour and design to reinforce product benefit. The combination of oat tones and sun-driven colour cues created a strong visual link between ingredient and function.
Together, these elements created consistency across the range while strengthening recognition.
Execution
We applied the system across product, campaign, and communication.
In addition, we ensured the narrative worked at both brand and product level.
This allowed the range to scale while maintaining clarity and cohesion.
The Outcome
The repositioning established a clear and credible point of difference in a crowded category.
By anchoring the brand in a single ingredient truth, we improved clarity, strengthened recognition, and increased relevance.
Ultimately, the work transformed product features into a distinctive brand story.
