As the first ever non-toxic nail polish on the market, Suncoat is an industry leader in the field of natural beauty. Founded by Canadian organic chemist Yingchun Liu who wanted to give her five year-old daughter a safe alternative to paint her nails, the brand has since expanded to include makeup and haircare.
The Goal and My Role
I worked with New York City-based Souter Partners as copywriter and brand consultant to revitalise the Suncoat brand with a fresh, contemporary central positioning, an updated brand mark, primary and secondary packaging, and tone and manner intended to secure more prominent competitive placement. Subsequent projects also included concept and copy for advertising campaigns.