Sundance Keyvisual


The facets of summer

Sundance is the best selling sun protection brand in Germany and is as much a part of summer for us as ice cream & sunglasses. With a new brand appearance, we have now given Sundance a modern & high quality design – as colourful, cheerful & versatile as summer itself.

Sundance Logo

Sundance Display Front und Seitenansicht
Sundance Design Guideline

Sundance Packaging Design Relaunch Infografik

Project details

Task & solution

Summer means something different to all of us – but what we all have in common is this indescribable summer feeling: on holiday at the beach, at home in the park, playing sports outside in the sun.

What we need everywhere is reliable sun protection. The No. 1* for this on the German market is Sundance, a private brand of the drugstore dm. With its various product lines, Sundance caters to the different needs of consumers: holidaymakers, sportsmen, young and old, sensitive & allergy sufferers skin.

For the new brand appearance of Sundance we modernized the logo and gave the complete product assortment with all product lines and accessories a new design. With the relaunch also some new products are introduced, which we designed likewise. In addition we developed the PoS appearance for the branches and a Sundance sun protection bar.

The new design picks up on the different facets of summer – each of the 9 product lines is characterised by a detailed and colourful collage, which aim to awaken summer feelings in consumers. At first glance, the modern and high-quality design provides a clear brand block at the PoS, while at second glance, it always offers details to discover.

Range of services

  • brand strategy
  • brand & packaging design
  • brand management
  • creative services

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