Beach Betty
Beach Betty
Deliverables
Deliverables
BRAND IDENTITY
Packaging design (6)
Informational booklet
e-commerce site
Target audience
• Female, 14-35 •
• enjoys outdoor water sports •
• lives on the coast •
• single, middle to upper class •
Competition
BARE REPUBLIC
Mineral Sunscreen
Sold At: Target, Walmart, TJ Maxx, Online
DESIGN: Bright stripes of color, outdoor lifestyle vibe (logo and icons)
MESSAGING: Oil-free sheer finish, Broad spectrum SPF,water resistant
BRAND TONE/ATTRIBUTES: Energetic, fun, summer, nature
SUPERGOOP!
Sunscreen variety pack
Sold At: Online, Target, small boutiques
DESIGN: Minimalistic, bright pops of color, dramatic & high-contrast
MESSAGING: Everyday lotion, body mousse, antioxidant body mist
BRAND TONE/ATTRIBUTES: Playful, self-care, plant-based
MANDA
Organic Sun Creme / Paste
Sold At: Local surf shops, online
DESIGN: Minimalistic, raw/hand drawn features, organic textures
MESSAGING: Made with thanaka, natural ingredients
BRAND TONE/ATTRIBUTES: Refined, natural, down-to-earth
OVerview
I created the brand Beach Betty in order to market high-quality and fun to use sun care products, such as sunscreen, zinc products, and hair UV protectant, for ladies whose passion is the ocean. A Betty is a name used for any radical lady surfer who can shred and have the time of her life in the ocean. With our products, you will love taking care of your skin almost as much as you love being in the water. We empower lady surfers and ocean-lovers of all kinds to do the sports they love most with our body-friendly, earth-friendly sun care products. We are the only sun care brand that provides high-quality, practical and affordable products to lady surfers and ocean-lovers of all kinds on any coast, who want to stay safe and feel their best doing what they love most.
Brand values
• integrity •
• care for yourself and the ocean •
• female empowerment •
• adventure •
Consumer persona
PERSONA DETAILS
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Name: Bethany Dalton
Location: Orange County, California
Age: 26
Gender: Female
Education: Bachelor’s Degree
Income: 100K
Occupation: Remote HR Executive
KEY PERSONA ALIGNMENTS
​
• Married with no kids
• Loves to surf, skateboard, and spend every weekend at the beach
• Primarily uses Instagram
• Crossfit junkie
• Uses mostly organic, natural food and body products
• Shops at Trader Joes and Whole Foods
• Mainly uses her phone and laptop
Typical daily routine: wake up at dawn, surf for a couple of hours, then go home to do her job online, meal prep or go shopping, and spend the rest of the day seeing friends or doing errands. Bethany grew up in Anaheim, California and has surfed her whole life. When she paddles out, she greets many of the surfers in the lineup who are old friends of hers. She has always been very invested in the surf/skate community, and surfing is one of the most important aspects of who she is. Taking care of her body is important for what she loves to do most, and she looks for products that cater to her values and make her feel good about herself.
BUYING MOTIVATIONS
​
RATIONAL (have)
Chemical-free ingredients, Safe for the environment, reasonable price point convienent / unique packaging format
EMOTIONAL (feel)
Looks fun to use, “Treat yourself”, Cute for posting on social, gets you in to the beach mode
SUN BUM
Premium Moisturizing Sunscreen Spray
Sold At: Target, local surf shops and beach boutiques
DESIGN: Wood grain texture, light and sunny colors, organic shape
MESSAGING: Gluten free and vegan, antioxidant enriched,
dermatologist tested
BRAND TONE/ATTRIBUTES: Summer, organic, beach lifestyle
Product series
Subscription box
booklet and website
My informational booklet and point of sale website supports my series by creating a dynamic journey for the customer to learn about the significance and use of each product in the Dawn Patrol line. It provides a quick overview of the unique features of each product and a call to action that allows customers to subscribe to this line.
