Sqween

We worked with the founder of the children's sunscreen brand Sqween to build the world of the brand from the ground up — from the name to the identity to the ecommerce experience. On a mission to make sun protection for kids as routine as brushing teeth, she created a no-mess product with a paintbrush applicator that empowers them to apply sunscreen themselves. 

Rooted in the insight that children learn through play, the brand story centered around the idea that healthy habits form organically when they’re designed to be fun and empowering.

With the power of play in mind, we built a brand that embodies the joy of childhood fun in the sun. The expressive visual identity and packaging system celebrates the spirit of self-expression. From the wordmark to the brand patterns, the system is rooted in brushstrokes. Icons and UI elements are created using various combinations of the same strokes. 

Taking on a category that's crowded on either side with CPG giants or DTC startups was a bold move. But when a fearless founder calls, we're here for it.