Supergoop!

Information Architecture & Brand Strategy

Context

Supergoop! is a widely popular sunscreen brand on a mission. They are passionate about sunscreen and believe strongly in prevention, as skin cancer is the most preventable cancer, yet affects 1 in 5 Americans. After working with an agency to solidify their branding and social media content, Supergoop realized their packaging needed a refresh to keep up with their extremely popular brand. We were tasked with creating a new brand architecture for their product lineup.

My Role

Strategy, Project Management, and Production

Team

Helen Steed,Creative Direction
Bec McDonald, Brand Design

Where we started, very stratified and segmented brand across various categories.

The ask: Information Architecture

The client brought us on to create something uniquely Supergoop!, with a focus on SPF, that wold balance fun and sophistication. We were tasked with creating a cohesive yet flexible system, with codes to allow for clear differentiation and brand unification. Below you can see the process of framing, low fidelity prototyping, and iterative thinking that led to our final designs.

We collected all of the brand features and drew insights from the vast amount of differentiators

Our Solution: Unification

We explored elements of unification in order to create a product architecture that would allow for codification and easy user shopability for the brand. Below are the elements we used as well as what it took to get there! Images include prototypes made by me, our careful selection of the right yellow, and the process building this library of assets.

After vast explorations, these elements were created for all products. We later refined specific elements for the subcategories of Skincare, Kids, Makeup and more.

Examples of office prototypes and manufacturing mock ups

Results: Cohesive Brand, Happy Client.

To see our vision come to life, visit Supergoop! online or in store