In the entrant's words
Outdoor lifestyle brand Sunski has launched a new SPF line, supported by a brand identity and platform developed by TUX Creative House, marking the company’s expansion from sunglasses into the broader sun protection category. The work, which is now live across the U.S. market, included brand strategy and positioning, product strategy, visual identity, packaging design, and the creation of a new brand platform for the launch of Sunski SPF. Sunski approached TUX in summer 2024 with an ambition to evolve from a growing sunglasses company into a more comprehensive sun protection brand. The agency was tasked with developing the brand strategy, identity, and go-to-market platform for Sunski's new SPF line while creating a brand world capable of standing out in the increasingly crowded suncare category. The process began with research among Sunski’s community of outdoor enthusiasts to identify unmet needs within the category. According to the agency, two product truths emerged as especially important. Consumers wanted sunscreen that felt “slather-worthy” and absorbed quickly enough to become part of their everyday routine. The resulting strategy sought to reposition SPF from a functional necessity into an invitation to spend more time outside. TUX also identified an opportunity to differentiate Sunski from competitors whose communications often revolve around beaches, leisure, and vacation imagery. Instead, the agency positioned Sunski around outdoor adventure and exploration, creating a platform centered on encouraging consumers to spend more time outside. That thinking led to a broader creative idea rooted in what the agency describes as a modern contradiction: people are wired for nature, yet increasingly spend their days in front of screens. Sunski SPF was positioned as an antidote to that reality, transforming daily sun protection into a ritual that encourages consumers to spend more time outside. Rather than focusing solely on protection and efficacy, the creative work emphasizes the emotional appeal of outdoor exploration. Warm, nature-driven art direction was designed to capture the feeling of time spent outside while reinforcing Sunski’s adventure-oriented perspective. “The sunscreen category is crowded with familiar visual cues and messages, so our challenge was to find a perspective that felt true to Sunski,” said Stacy Gagnidze, strategy director at TUX Creative House. “What we uncovered was a brand built around adventure and a genuine love of being outdoors. That insight shaped everything from the positioning to the packaging. We wanted Sunski SPF to feel less like a product people have to use and more like an invitation to get outside.” To keep the brand relevant throughout the year, the visual identity moves beyond traditional beach imagery and draws inspiration from California’s diverse landscapes and year-round sunshine, including its deserts, forests, lakes, coastlines, and snow-covered mountains. The approach expands Sunski’s visual territory while creating relevance across seasons and outdoor activities.
