KO’A: Mineral Sunscreen
Packaging Suite for Auburn University | Fall 2025
KO’A is a mineral sunscreen brand that promotes healthy skin as well as a healthy environment. Most chemical sunscreens contain harmful materials such as oxybenzone and octinoxate which help to absorb UV rays to prevent sunburn, however these chemicals are insoluble in water and lead to environmental issues such as coral bleaching and the disruption of marine life.
KO’A’s mission is to create a mineral sunscreen using a non-nano zinc formula that reflects UV rays and protects the ocean as well as it protects your skin. The brand specifically markets compliance with the Hawaii Act 104 and informs consumers of the risks of using a chemical sunscreen formula.
Target Audience
While sunscreen is important for keeping your skin protected and should be used daily, KO’A narrows down it’s target audience to everyday beach-goers, whether they are a local or a tourist. This also includes surfers, divers, or even just environmental enthusiasts. The brand aims to widen this audience by informing the general population of the benefits of mineral sunscreens vs. chemical sunscreens. KO’A markets it’s products specifically to being safe for the ocean to get that conversation started between those who are not aware of harmful chemicals like oxybenzone and octinoxate, using the slogan “for you skin and the sea.”
Brand Identity
The brand voice for KO’A is friendly, inviting, mindful, eco-friendly, and informative. The goal is to promote mineral sunscreen by using the brand voice to let consumers know that not only are they going to benefit personally from using the product, but they are benefiting the planet as well. Educating and allowing consumers to feel as if they are playing a role in ocean conservation is an effective way to encourage the switch to mineral sunscreens, rather than villainizing them for using chemical sunscreens or using fear tactics to discriminate against it.
KO’A strategically educates consumers outside of the target audience by including information on the product box that explains the difference between mineral and chemical sunscreen formulas, and well as the effects that they both have on the ocean. It is also heavily advertised that the product is compliant with Hawaii Act 104, and that it is vegan, creulty free, and reccomended by dermatologists. Both the front and back of the box list each product that is included in the sunscreen bundle, and more detailed information is provided on the sides.
Visual Identity
The brand name, KO’A, is the Hawaiian name for ‘coral’, proving that the brand is dedicated to it’s mission. The name is also reflected in the color palette, which includes coral and a light sandy beige. Color is used to differentiate between the different levels of SPF within each container, continuing to use the established color palette to maintain consistency. The pattern that is incorporated into the design is similar to a wave.
The typeface for the logo is Crumb by Taylor Penton. The tracking was decreased and the apostrophe was adjusted to curve alongside the ‘O’. For headings and subtext, the typeface used was Agenda One. The Drug Facts panel on the box and on each label was created using Helvetica Neue.
Success
KO’A is set apart from other sunscreen competitors such as SunBum, by using the brand objective and mission to influence design. The bright and vibrant color palette helps it physically stand out as well. Overall, KO’A’s dedication to the wellness of people and the planet, as well as their dedication to educating a wider audience of consumers is reflected in each design choice leading to the success of not just the brand, but to the design itself as well.
