Logo Design. Brand Identity.
DRAFT: CORTEZA IS A CLIENT THAT PROVIDES PREMIUM SUNCREEN.
I was working at an agency where our brand team was given an opportunity to bring life to this skincare (sunscreen) product. Our thought was to create a fully encompassing brand identity; this would include logo design, strong photo treatments and visual elements for each of the brand’s products. Our team delivered a logo, web mockup, brand book, and packaging design. I focused on logo design and photo treatments for the pitch deck & brand book.
The company has 5 specific sunscreens that tailor to different sports, and they wanted a different logo for each of the products. We had to fight back on this, because we wanted to keep all of the brands under one umbrella concept. Therefore, we created 5 different visual elements that would support the brand. By doing so, we were able to bring a stronger story into each of the sport-specific sunscreens, and ultimately, strengthening the overall brand image. Also, our client told us to stay as far away from the sun as possible; “We want to convey performance.” I had so many ideas of how to bring the sun concept into the logo, but this was ok. It gave me room to abstract the concept a bit.
My original thoughts were to apply a subtle, abstract concept of the sun and bringing a very minimalistic approach to provide a premium look. I loved the idea of balance and protection. I also loved the premium feel and boldness that comes from a letter logo mark. After many, many iterations we presented a couple of options to our client; a few day pass. We have one leading the race, but nothing is final yet. We’ve made progress and built the foundation of the brand, so it was time to bring in differentiating elements for each of the products. Time to give more life to our brand.