Even a longstanding, iconic brand must keep up with a changing world. JDO's rebrand of Hawaiian Tropic shows just how to do it.
Once upon a time, sun cream and skin creams were seen as totally different products, with little in common besides both being creams. In recent years, though, that's all changed.
Customers are increasingly looking for skin creams containing SPF protection to prevent the ageing effects of sun damage. And they're also attracted by sun creams that do more for their skin than just block the sun's rays.
Founded in 1969, Hawaiian Tropic is one of the best-known sun cream brands, with a devoted following. But it recognised that as the next generation rises, they're bringing a new beauty philosophy based on awareness, authenticity and acceptance.
This, along with the increasing collision of suncare and skincare, has set new expectations for the category.
Recently, then, they turned to award-winning brand design and innovation agency JDO to take Hawaiian Tropic beyond the beach with a modern new look that highlights the brand's skin-loving credentials.
JDO was tasked with evolving Hawaiian Tropic with a more conscious and intentional sensibility that would better resonate with the values of this youthful audience. It was imperative that the restaging maintained the magnetic essence of Hawaiian Tropic as it shifted 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 crafted 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 identity embodies Hawaiian Tropic's new positioning as an everyday skin-loving brand, from rebalancing the logo for greater elegance to highlighting the brand's natural qualities by elevating its iconic Hibiscus flower.
Simplifying the pack, meanwhile, creates a more contemporary look and gives space for the brand to convey ethical, eco-positive messaging to better resonate with a new, more conscientious consumer.
Protecting the brand
Overall, the designs offer a great example of revitalising an iconic brand without throwing the baby out with the bathwater. And that's exactly what the agency was going for, explains Paul Drake, founding partner and creative director of JDO.
"Hawaiian Tropic is a beautiful brand that holds a special place in the hearts and minds of its extremely loyal following," he says. "For that reason and more, we felt very protective of the brand and worked very hard to retain its allure as we brought stronger relevance with a more contemporary aesthetic."
"With strong nostalgia and a sensorial experience unlike any other, Hawaiian Tropic possesses the incredible potential to become essential for everyday beauty," adds Elizabeth Gioia, senior global brand strategy and innovation manager for sun care at Edgewell, the company behind Hawaiian Tropics.
"The stunning new identity that JDO has created evolves the brand with fidelity and finesse, helping Hawaiian Tropic embrace its future as a modern beauty brand for people who love their skin as much as they love the sun."