We came up with an all-rounded manifesto for Akins to achieve a trustworthy identity as a sustainable and eco-conscious sunscreen brand. For the creation of their ‘Clean Vegan Range’, we formulated the brand commitment to follow the “7R” of circular design:

1.Rethink: What could we do better for our planet?

2.Refuse: Say “no” to the use of unneeded materials, especially single use plastics

3.Reduce: Eliminate steps of production that uses just one material

4.Repurpose: Turn the packaging inside out to create a different function

5.Reuse: Always bear in mind the after-life of the packaging

6.Recycle: “Made From”, “Can Be”, and “Fully” Recycled is a must

7.Rot: Find a way to make the packaging as biodegradable as possible

Within the packaging for Akins’ sunscreens, we incorporated education and instructional elements to encourage the consumer to consider their footprint. Enlightening the user on the product as a “Coral-Friendly Sunscreen” raises awareness of the potentially damaging effects of standard sunscreens in the market, and points to the positive difference of Akins. Our photography art direction for the product shoot takes on a minimal, white, natural setting, subtly evoking the purity of clear white sandy beaches and highlighting the sunscreen’s clean ingredients and minimal environmental impact.