Creative Director // Branding // Brand Identity

Der Sonnenschutz

The first product launch since the start of FORMEL Skin, Der Sonnenschutz was strategic to their digital product system in order to scale in the future. As the first add-on product, the architecture created for it on the digital product side was the base for future launches in the product portfolio. It was also the first step towards the new visual identity: the communication had to create a break from the old to attract attention, but be easily integrated to the brand refresh that was coming later on. The strong new yellow was a contrast with the old gray, pastels, and green of the brand, while already introducing the use of the square as a visual element, interacting physically with the models as a filter.