Solène
A sun-warmed identity and packaging line for clean suncare.
↗+61% conversion
(01) Overview
Solène makes mineral sunscreen in small batches on the Provençal coast. They had the formula and the cult following — what they lacked was a brand that could stand next to the luxury houses without losing its salt-on-the-skin honesty.
(02) The challenge
What stood in the way.
Suncare shelves shout. Every competitor leans on neon, splashes and SPF numbers set in 200pt. Solène needed to be found in a crowded pharmacy aisle, then justify a price 3× the category average once it was picked up.
(03) The approach
How we cracked it.
We built the identity around the hour before sunset: a warm terracotta field, a wordmark drawn with soft, sun-bleached terminals, and a tube that reads like a pebble. The SPF moved to the back. The front carries one line of poetry per product.
(04) Results
What moved.
Measured 90 days after launch against the baseline we agreed in week one.
DTC conversion
Retail doors in year one
NPS after relaunch
It finally looks like the product feels. Customers tell us they keep the tube on the shelf after it’s empty.
Élodie Marchetti
Founder, Solène
(05) Credits
Nadia HaddadLisbon
Aya MorenoLisbon
Kai TanakaTokyo
Theo LindqvistLisbon
(→) Next step
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