INDUSTRY:
SKINCARE
CLIENT:
SUNDAILY
YEAR:
2018
EXPERIENCE:
REBRANDING
about.
Sundaily is healthy skin in a gummy.
Founded in 2017 by a Harvard MD, Sundaily offered a delicious citrus-flavored gummy made with Polypodium leucotomos, a unique Ecuadorian plant extract that helps protect skin from sun damage. Starting from a grassroots Kickstarter campaign, the brand quickly grew into a fully funded startup and was acquired by Grove Collective in 2020. In 2019 I led the strategic shift from a sun protection product to a broader beauty and skincare brand, aligning with FDA regulations, expanding product goals, and acquisition plans.
challenge.
As the marketing and branding lead for the organization, one of our biggest challenges came early: in response to FDA guidelines, we needed to overhaul and reposition the 'Sundots' brand away from sun protection claims and toward a broader skincare benefit. This shift required not only compliance-driven messaging changes, but also a complete rebrand to find a new market segment and narrative that could sustain growth.
results.
The rebrand to Sundaily successfully positioned the brand among the premium category, focusing on the idea of daily, preventative and protective skincare. With new naming, packaging, value proposition, messaging, visual identity and market segment, we doubled our subscriber base and were able to launch the product into retail - partnering with Urban Outfitters, Goop and Credo.
It doesn't get much better than gummies that taste good and support healthy skin.
