Bask is a suncare brand founded by Michael Huffstetler in 2020. Following the loss of a family member due to skin cancer, he launched the brand with the mission to end it. Created in collaboration with RoAndCo, the Bask brand encourages everyone to get outside and enjoy life, but to do it safely, protected from the sun. Its product and purpose is serious, but it's also serious about not taking life too seriously; its identity exudes a feeling of happiness. Bask is all about feeling good — in the sun, in your skin, and with your community.
- Brand Strategy
- Brand Identity
- Art Direction
- Content Strategy
Channeling the sun-kissed beaches of Miami, Bask's identity has an effervescent color palette and a flirtatious energy. Its logo mark, inspired by a splash, is playfully used as a container for imagery and repetitive graphic treatments.
RoAndCo art-directed Bask's brand imagery, which was inspired by the golden beaches of 1980s Miami and which highlights its carefree, fun-in-the-sun allure.
Naming Bask was easy after all of our strategic positioning work: The word itself means to lie exposed to warmth and light, as well as to revel in something pleasing. It encapsulated the purpose of the brand in a simple and memorable way.