P20 does not live in the shadow

To build and expand awareness of the P20 brand and products, we focused on knowledge, as Riemann P20 aimed to educate consumers to make better sun protection decisions. Through the P20SUNFACTS expert concept, we created a symbiosis of awareness and knowledge, revitalizing P20 as a brand.

The output was:

A new visual identity

Consumers need a strong DNA to navigate and a unique expression that can be remembered – and as a brand, this is a standpoint that P20 can own. Initially, Riemann P20’s visual universe was very generic, lacking the DNA to distinguish them from competitors who often use the same “image bank” pictures, forms, and messages.

With our new expert position based on research, facts, and validated experience, we created a visual connection to appeal directly to consumers. We chose to implement a color palette with more “natural” tones to be used across our brand communication. This allowed us to connect with consumers on a deeper level.

Design and content production for a new website

A new website was crucial to create insight and engagement. On this website, we aimed to share P20’s expert knowledge with a documentary approach, striving to take ownership of the expert role and educate consumers to become sun protection experts themselves. To capture consumer attention, the rational approach was complemented with an emotional aspect.

Since Riemann P20 is owned by the Norwegian company Orkla Foods, it was natural to collaborate with Orkla IT on developing a website platform. We initiated a collaboration where we were responsible for content production and the visual design of the website. It was then coded by Orkla IT using WordPress Elementor.

Key visuals

The imagery needed to have a more striking and unique effect, creating an impression. It should convey seriousness, have a contemporary and excellent appearance, and actively highlight the brand so that the P20 “sun” became a central element that consumers could recognize and associate with a trustworthy brand among the sunscreens on store shelves.

We decided to use black-and-white key visuals combined with the P20 sun, a selected SUNFACT, and a key statement, as this created credibility, had its unique expression, and a consistent appearance. The black-and-white look would also differentiate from the typically colorful visuals of competitors, creating a contrast that would catch consumer attention.

Social Media films (channel optimization of visual style and tone)

The black-and-white visual expression was designed to optimize the store environment and create a strong effect in retail. However, we were skeptical about whether it would have the same impact when developing content for social media (SoMe).

Therefore, we chose to shoot SoMe videos in color to adapt to the channel’s effect and appeal to the target audience. The warm summer tones used also helped signal a lively and vibrant summer lifestyle.

Brand Guide

We created a brand guide designed to inspire, touch, and influence how P20 communicates their vision, perspective, values, and the emotions they want to evoke in consumers when they experience and interact with P20 as a brand.

The brand guide is a result of combining experience, strategic processes, user analysis, and the updated visual identity, reflecting the brand’s way of presenting itself in a constantly evolving world.

As always, when developing a brand guide for our clients, it is created as a tool to inspire and guide everyone representing P20, whether board members, employees, or external partners.

It also serves as a tool to establish a common direction for P20’s communication, ensuring the organization communicates as one brand across all platforms, departments, and areas.

“P20 is the expert. The unique USP. We take ownership of, manifest, and expand the expert role through P20SUNFACTS.” – developed communication concept. The values constituted Riemann P20’s unique and final USP, with ownership of the expert role playing a central role.