The Challenge
A legacy brand competing in a commoditised category.
Reef had history. However, it lacked a clear, contemporary position.
The brand was associated with the past.
The category was crowded with similar products.
Most competitors focused on technical claims and clinical language.
As a result, Reef risked being overlooked.
The challenge was twofold.
Firstly, to modernise the brand without losing its heritage.
Secondly, to create meaningful differentiation in a category driven by sameness.
The Insight
Nostalgia builds recognition. Relevance drives choice.
Consumers may remember a brand, but that does not guarantee they will choose it.
While Reef had familiarity, it needed to feel current.
At the same time, sunscreen is both a healthcare product and a lifestyle product.
People expect protection. However, they choose brands that fit their identity and daily lives.
Therefore, the opportunity was to bridge past and present.
To retain the emotional equity of the brand while making it feel active, modern, and engaging.
The Strategy
Reposition Reef as a modern sunscreen brand with heritage.
We shifted the brand from passive recognition to active relevance.
To achieve this, we:
- retained the brand’s recognisable foundation
- introduced a more contemporary tone and visual energy
- simplified communication to focus on real-world use
- created clearer differentiation on shelf and in market
At the same time, we ensured the product maintained its credibility as a trusted form of sun protection.
This balance allowed Reef to move forward without losing what made it familiar.
The Creative System
A bold, energetic system designed to signal movement and modernity.
The graphic elements on the page reflect this shift clearly.
They introduce:
- strong, confident colour use that stands out on shelf
- simplified layouts that improve product clarity
- dynamic visual cues that suggest activity and outdoor use
- a move away from clinical sameness toward lifestyle relevance
Importantly, the system does not abandon the category.
Instead, it reframes it.
The brand still communicates protection. However, it does so in a way that feels more engaging and accessible.
Messaging is direct and easy to understand.
Short statements replace complexity.
As a result, Reef becomes easier to recognise, easier to choose, and more relevant to a broader audience.
