The Challenge: Beyond Protection
In a saturated sunscreen market, merely promising “protection” is a given, not a game-changer. Solinday demanded more than just a number; it needed a vibrant personality. Our mission: to capture the hearts (and screens) of Gen Z and young millennial shoppers, the digitally native, trend-aware, and style-driven. The core challenge? To build a sunscreen brand that feels as electric as a summer pool party, yet speaks with undeniable authority on the critical issue of sun safety.

The Insight: Owning Your Glow
The beach—a coveted dreamscape, yet also a zone of danger. It’s the quintessential summer postcard, but also where the sun’s intensity peaks.
Today, choosing an SPF isn’t just a skincare decision; it’s a “vibe check,” a “shelfie” statement, a conscious choice wrapped in irresistible aesthetics. We delved deeper than mere ingredients or claims, seeing sunscreen as an essential summer ritual, equal parts vital protection and joyful self-expression. To truly live under the sun, you must own your presence and glow unapologetically through every ray.

The Idea: Solinday – Your Bold Day, Your Mini Escape
We coined Solinday as “The Bold Day.” Our concept transforms the sun into a compelling character, playful, yes, but also undeniably powerful. The brand narrative celebrates outsmarting the sun with effortless style and smart choices.
Visually, Solinday draws inspiration from retro tropical vibes, serene coastal getaways, and the unshakeable confidence of those who understand the sun’s serious side. More than just protection, Solinday embodies a mindset: a mini vacation, a burst of bold confidence in every single squeeze.

The Solution: Dual Radiance for Dual Worlds
We approached Solinday as if designing for two distinct “suns”: the powerful celestial body in the sky, and the glowing screen light of every smartphone.
Solinday needed to instantly feel hot, fresh, and utterly trustworthy, whether spotted in a chic beach bag or on display in the market. We crafted a dynamic visual system that thrives in both physical and digital realms, anchored by audacious color blocking, clear SPF indicators, and an unapologetically fierce, summer-infused attitude.
The brand voice communicates with a blend of playful wit and honest confidence. The design masterfully balances retail shelf impact with seamless social media readiness. Every detail, from the nuanced weight of the logo to the vibrant tone of yellow, was meticulously calibrated to shine brilliantly under both intense sunlight and soft screenlight.

The Message: Smart. Sun. Style.
You’re not afraid of the sun.
You’re just smart enough to shield yourself.
Seriously.

Nguyen Thong,
Khanh Khuat,
Son Do