JDO redesigns the best-known sun cream brand, Hawaiian Tropic based on awareness, authenticity and acceptance

Hawaiian Tropics tasks brand design and innovation firm JDO to push Hawaiian Tropic beyond the beach with a sophisticated new style that emphasises the brand's skin-loving attributes.

JDO was tasked with instilling a deliberate and intentional sensibility in Hawaiian Tropic that would resonate with the values of this young population. Hawaiian Tropic's magnetic essence had to be kept as it evolved from a carefree, only-for-the-beach sunscreen brand to a thoughtful, all-occasions skin-loving brand.

By reframing Hawaiian Tropic's heritage with a greater emphasis on its skincare benefits and a more modern sense of what beauty means, JDO created a new identity that brings both clarity and credibility, illustrating in detail how consumers can indulge in the Hawaiian Tropic experience, both in and out of the sun.

The new design matches Hawaiian Tropic's new posture as an everyday skin-loving brand by rearranging the logo for greater elegance and stressing the brand's natural qualities by elevating its trademark Hibiscus blossom. Meanwhile, simplifying the pack creates a more modern look and allows the brand to communicate ethical, eco-friendly messaging to a new, more conscientious consumer.

For more information on JDO’s design, visit their website or follow them on Instagram.

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