In preparing for a big splash on national and international shores, Hawaiian sunscreen maker Native Maui enlisted McLean Design to re-envision and redesign their six-year-old brand identity and packaging system. While sales on the islands had been good, and their reputation too, it was time to capitalize on their virtues and create an unmistakably high-end, authentic brand and packaging system to make waves with health-conscious consumers across America and around the globe.
McLean Design’s ultra-premium solution captures the true spirit of Native Maui’s exotic roots. Inspired by the beautiful flora and fauna of the Hawaiian Islands and the company’s heartfelt commitment to living in harmony with nature, the new brand mark is reminiscent of a carved tribal mask, with details that evoke its cultural heritage. While these organic, chemical-free sun care products are produced from all-natural local-source ingredients, some as ancient as the volcanoes themselves, the overall feel is one of unabashed luxury — a look that appeals to Hawaii’s affluent international tourist base and sun worshippers everywhere who are willing to pay a premium for high-end, all natural solutions.
Native Maui recently began their migration to the mainland with a complete 21 product line-up, and have already established a beachhead in the skin care category, gathering accolades from Sephora, Macy’s, and other premium retailers.
BRAND STRATEGY, POSITIONING, BRAND & PACKAGING DESIGN, SUPPORT MATERIALS