Hawaiian Tropic


"When Energizer Holdings Inc. wanted to update and refresh the number two sun-care brand in the world, Hawaiian Tropic, they turned to Phillips design Group to create both a new, premium line of packaging that would attract both long term users of the brand and the younger sun worshiper."

Designed by Phillips Design Group

“We know that the core Hawaiian Tropic consumer loves the sun and perceives tanning to be beautiful. We also know there is a segment, especially women, that want to make sure that they are protected from the sun,” said Steve Phillips, president of the brand development and design firm. “What these two distinct groups have in common is the desire to pamper and indulge their skin with something special,” he added.

Phillips Design Group tackled 22 different configurations in three categories that included Tanning, Skin Beauty, After Sun and in three forms: oil, lotion, spray and in multiple SPFs. 

The first stage, after a number of initial exploratory visualizations, was three concepts. “We took these to market research to discover the level of brand equity and consumer preference. The experiential direction was the clear winner”, said Mr. Phillips. 

The firm created a packaging architecture to differentiate the categories and followed with messaging that would appeal to both audience segments. The final package featured a “fashion forward palette of lush tropical colors with soothing watercolor hibiscus flowers”, according to Mr. Phillips. 

Results so far – no sunburns reported and Hawaiian Tropic’s new packaging has been selected as a finalist in the HBA International Package Design Awards. 

Phillips Design Group is a Boston-based strategic brand development and design firm serving the consumer products, fashion, technology, legal and financial industries.