Bask Sunscreen Yellow Spray Bottle and Lotion Tube on Blue Background by RoAndCoBask Sunscreen Yellow Spray Bottle and Lotion Tube on Blue Background by RoAndCo

Bask

Following the loss of a family member to skin cancer, Michael Huffstetler founded Bask in 2020 with the mission to help 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
  • Packaging
  • Art Direction
  • Content Strategy
  • Print
  • Naming
Bask Wordmark GIF in various brand colors by RoAndCoBask Wordmark GIF in various brand colors by RoAndCo
Bask Suncare SPF 30 Lotion Packaging, designed by RoAndCoBask Suncare SPF 30 Lotion Packaging, designed by RoAndCo
Bask Continuous Spray SPF 30 Held Up by Hand with Pink Manicure by the Beach, Art Direction by RoAndCoBask Continuous Spray SPF 30 Held Up by Hand with Pink Manicure by the Beach, Art Direction by RoAndCo

Brand Identity

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.

Bask Yellow Lotion Tube and Yellow Continuous Spray Bottle held up against an Ocean Wave - Art Direction by RoAndCoBask Yellow Lotion Tube and Yellow Continuous Spray Bottle held up against an Ocean Wave - Art Direction by RoAndCo
Bask Yellow Lotion Tube on a pile of sand by the Beach - Art Direction by RoAndCoBask Yellow Lotion Tube on a pile of sand by the Beach - Art Direction by RoAndCo
Bask Yellow Continuous Spray and Lotion Tube on a Pink background, branding and packaging design by RoAndCoBask Yellow Continuous Spray and Lotion Tube on a Pink background, branding and packaging design by RoAndCo

Art Direction

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.

Bask Yellow Continuous Spray Bottle Poster on a Billboard by RoAndCoBask Yellow Continuous Spray Bottle Poster on a Billboard by RoAndCo

Naming

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.

Bask Yellow Sunscreen Tube Instagram story by RoAndCoBask Yellow Sunscreen Tube Instagram story by RoAndCo
Bask Suncare Yellow Continuous Spray Sunscreen Bottle on Sand with Sea Shell on a Blue Background, Art Direction by RoAndCoBask Suncare Yellow Continuous Spray Sunscreen Bottle on Sand with Sea Shell on a Blue Background, Art Direction by RoAndCo

Our Work

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