Afterhours – Shade Worshipper

“ Conceptual product idea, identity and packaging for a range of very high factor sun care for people with pale, fair skin who like to avoid the sun’s harmful rays.

The concept and execution deliberately challenges all the conventions of the the dominant
yellow/brown colour palette and the prevailing assumption that all consumers aspire to tanned skin.

‘Shade Worshippers’ is designed to offer an alternative on every level to the sun kissed, Californian-beach-babe aesthetic- a brand that represents a different cultural and style sensibility, one that celebrates the beauty and the health benefits of unsullied, lily-white skin and the
style statement of a monochrome palette.

The logo and broader creative execution draws its inspiration from the nature and symbolism of the bat. The W motif is informed by its shape & form when hanging, the structural and merchandising format then further reflects this aspect of the bat.

The broader styling and theme is intended to reference the obvious behavioral parallels with bats – avoidance of going out in sunlight – preferring the dark etc but also an alternative, sharper, cleaner and more minimalist sense of style.”