Hawaiian Tropic Identity Elevates Hibiscus Flower
JDO takes Hawaiian Tropic, founded in 1969, beyond the beach with a modern new look that highlights the sunscreen brand’s skin-loving credentials. The next generation of sun lovers brings with them a philosophy based on awareness, authenticity and acceptance and this — along with the collision of suncare and skincare — has set new expectations for the category. JDO was tasked with evolving Hawaiian Tropic with a more conscious and intentional sensibility that would better resonate with the values of this younger audience. The key challenge of this restaging: maintaining the essence of Hawaiian Tropic as it shifts from a carefree, only-for-the-beach sunscreen brand to a thoughtful, all-occasions skin-loving brand.
JDO has crafted a new identity that illustrates in detail how consumers can indulge in the Hawaiian Tropic experience, both in and out of the sun. “Hawaiian Tropic is a beautiful brand, that holds a special place in the hearts and minds of its extremely loyal following,” comments Paul Drake, Founding Partner and Creative Director of JDO. “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.” From rebalancing the logo to highlight the brand’s natural qualities by elevating its iconic Hibiscus flower, the new identity embodies the new positioning as an everyday skin-loving brand. Simplifying the package creates a more contemporary look and gives more space for the brand to convey ethical, eco-positive messaging to better resonate with consumers.
Concludes Elizabeth Gioia, Senior Global Brand Strategy and Innovation Manager, Sun Care at Edgewell: “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.”