HAWAIIAN TROPIC SUNSCREEN
Hawaiian Tropic is a sun care brand inspired by the beauty and spirit of the tropics, offering a range of products designed to protect and nourish the skin while enjoying the sun. Known for its signature tropical scents, island-inspired ingredients, and beachy aesthetic, the brand emphasized sun care is skincare.
BRAND AND CREATIVE DIRECTION
Hawaiian Tropic’s branding is rooted in tropical escapism, beauty, and relaxation. Its visual identity features warm, sun-inspired colors, floral patterns, and island-inspired imagery that evoke a carefree, beachside lifestyle. With elegant typography, signature tropical motifs, and recognizable packaging, the brand balances a sense of natural beauty with a touch of luxury, creating an inviting identity that stands out in the sun care category.
ROLE
In collaboration with a social strategist and community manager, we developed a refreshed social strategy, produced monthly content, and launched Hawaiian Tropic on X (formerly Twitter) to better connect with its Gen Z audience. During the COVID-19 pandemic, I created relatable memes, engaging promotions, and authentic lifestyle content to keep the brand culturally relevant and sun protection top of mind. My role focused on visually directing and creating an engaging social experience that modernized the brand’s digital presence while increasing awareness and audience engagement.
Art direction
Copywriting
Digital design
ORGANIC CONTENT
Before
2019
After
2020
We leaned into Twitter’s text-driven platform, capitalizing on real-time trends and viral formats to create timely, engaging content with a sun care twist. By quickly adapting popular conversations and challenges to Hawaiian Tropic’s brand voice, we found new ways to connect with audiences and stay culturally relevant. Examples include #CakeGate, #RuinSummerIn4Words, Emoji Scramble, #InternationalFriendshipDay, and Hypnosis.
TWITTER LAUNCH
Our timely, reactive content helped drive views, increase engagement, and strengthen brand awareness. Below are a few examples of how Hawaiian Tropic leveraged trending moments on Instagram to stay culturally relevant and connect with its audience.
