Value proposition
Serious protection, easy wear, sheer mineral coverage with clear labeling and zero white-cast fuss.

Audience & personality
Outdoor commuters, weekend athletes, and skincare-savvy families. Personality: trustworthy, modern, calm, and optimistic.

Creative direction
Create a cohesive packaging system across tubes, sticks, and cartons that reads instantly on shelf and online. The look should be minimal and confident, anchored by one unmistakable visual device that scales across SPFs and formats while keeping the master brand dominant.

Brand colours

Swatch	Name	HEX	Use
▉	Deep indigo	#1E2B3A	Wordmark, headings
▉	Sun gold	#F2B73B	SPF badge, highlights
▉	Ocean slate	#3C4A59	Body text, dividers
▉	Dune sand	#EFE9DF	Light backgrounds, panels
▉	Coral crest	#E06A5F	Sensitive/face variant accent (limited)

Maintain AA contrast on Dune sand panels; reserve Sun gold for SPF and key-spec accents to aid quick picking.

Brand constraints (must-haves)

• Brand name “Solstice SPF.”
• Principal display must show SPF value (e.g., 30/50), Broad Spectrum, and format (Face Mineral Lotion / Sport Stick / Kids Lotion).
• Front callouts zone (e.g., 100% mineral zinc oxide, water resistant 80 min, fragrance free, reef-conscious if substantiated).
• Back/side panels: full Drug Facts (active ingredients %, uses, warnings, directions, inactive ingredients), lot/expiry, manufacturer/distributor info, barcode, net contents (fl oz / mL), and recycling marks.
• Claims must be compliant (e.g., no “sunblock”/“waterproof”; use “water resistant (40/80 minutes)” only if tested).
• System must work on laminated tubes, twist-up sticks, and paperboard cartons; tamper evidence required (foil seal/shrink).

Deliverables & specs

Item	Details
Formats	Face lotion tube 1.7 fl oz (50 mL); sport stick 0.6 oz (17 g); family lotion tube 3.4 fl oz (100 mL); cartons for all
Dielines	Tubes (crimp + shoulder, 3 mm bleed), stick label wrap + cap label, cartons with glue flaps (3 mm bleed)
Print files	CMYK + 1 spot (Sun gold) optional; vector PDF/X-1a + layered source files
Variants	Face Mineral SPF 30, Face Mineral SPF 50, Sport Stick SPF 50, Kids Lotion SPF 50, Tinted Face SPF 50
Barcodes	UPC/EAN on primary; master carton barcode
Regulatory	Full Drug Facts layout; “Questions?” line/phone; lot/EXP fields; country of origin
Digital	E-commerce hero (front/angled), PDP detail set (Drug Facts close-ups), lifestyle thumbnails
Mockups	Shelf set, hand-held tube/stick, carton unboxed, and 3D spin per SKU

Production notes (tubes, sticks & cartons)

• Tubes: Choose PE/COEX with matte varnish for grip; minimum live text 5 pt; avoid strokes < 0.4 pt; keep critical text ≥4 mm from crimp and shoulder curvature. Include foil induction seal.
• Sticks: PP components with wrap label; confirm label adhesion at heat; reserve clearance for twist indicator.
• Cartons: 18–20 pt SBS with matte AQ; maintain barcode contrast; add insert lock if required by retailer.
• Color control: Limit heavy gradients that band on PE; verify Sun gold consistency across tube, label, and board.
• Operations: Reserve unobstructed fields for lot/EXP inkjet and SPF batch trace QR (optional).

Do / don’t

• Do make SPF and Broad Spectrum unmistakable at a glance.
• Do keep a disciplined grid and generous whitespace around Drug Facts.
• Don’t crowd the principal panel with more than one primary and two secondary callouts.
• Don’t imply claims (reef-safe, hypoallergenic) without substantiation and region-appropriate wording.

Success criteria
Immediate SPF recognition in aisle and at thumbnail size; compliant Drug Facts with flawless readability; scannable barcodes; clean print across tubes, sticks, and cartons without rework.

Tone of voice
Clear, reassuring, and no-nonsense, derm-smart without jargon; friendly without hype.