SUN NINJA
ELEVATE BRANDS, 2022
Creative Director-Producer: Jade Mossop
Graphic Designers: Nadia Viljoen & Lucia Brandt
Copywriter: Shaun Rubenstein
Graphics Use Cases
New Product Development
Packaging design
Sun Ninja
Sun Ninja had built a strong following online. The next move was the hardest one for a digital-native brand: the physical shelf. To win a place in Dick's Sporting Goods, the brand needed packaging that could stand on its own among established names — plus a new product line to broaden the range. This was a design and NPD brief, not a photoshoot.
From scroll to shelf.
Retail placement secured — Sun Ninja into Dick's Sporting Goods, US
Projected CAGR of the beach-accessories market, 2021–2028
New products designed: beach chairs, blankets, carts & bags
Retail-specific packaging & product differentiation
Market figure is an industry projection (Market Research Future, per the brand's market overview). Retail placement is per client.
Win the shelf, not just the scroll.
Sun Ninja set out to enter brick-and-mortar retail, specifically targeting US giant Dick's Sporting Goods. That required exclusive product differentiation, new retail-ready packaging for existing SKUs and Amazon ASINs, and the development of a new product line within the beach category.
Shelf is unforgiving: packaging has to communicate quality, durability and value in a glance, against established competitors. The work began with a thorough competitor analysis of packaging trends and shopper preferences in the category.
- Durable materials that survive handling & transport
- Vibrant colour & imagery — the adventurous spirit of the beach
- Clear call-outs: UV protection, easy setup, portability
- Brand consistency across every packaging element
- Retail-specific differentiation from Amazon SKUs
- A new product line to broaden the range
Built to stand out on the shelf.
A retail packaging system designed front-to-back — face options, structural variants, and an in-store display unit — each emphasising the brand's USPs in a single glance.
A new line, designed to extend the range.
Alongside the packaging system, a new product line was designed to complement the existing range: beach chairs, beach blankets, beach carts, and beach bags, giving retail buyers a fuller, more compelling assortment and the brand room to grow on the shelf.
Retail-ready packaging that earned a place on the shelf.
The revamped packaging and new product line secured placement in Dick's Sporting Goods across the US — expanding Sun Ninja's reach beyond Amazon and earning positive feedback for both attractiveness and functionality.
CASE STUDY
Sun Ninja Product & Packaging Design for Brick & Mortar Expansion
Market Overview The global outdoor and beach products market has seen a steady rise, driven by increasing consumer interest in outdoor activities and leisure. With the market for beach accessories growing, brands are looking to expand their presence in both online and physical retail spaces. According to a report by Market Research Future, the global beach accessories market is projected to grow at a CAGR of 5.2% from 2021 to 2028.
Challenge Sun Ninja aimed to expand its market presence by entering the brick-and-mortar retail space, specifically targeting retail opportunities with the USA retail giant, Dick’s Sporting Goods. This expansion required exclusive product differentiation and new packaging for existing SKUs and Amazon ASINSs, along with the development of an exciting new product line within the beach brand sector.
Rebrand Overview To achieve this, we focused on creating distinct product packaging that would stand out on retail shelves and appeal to consumers looking for high-quality beach accessories. The new packaging needed to reflect Sun Ninja’s brand values of durability, convenience, and style while aligning with the aesthetics preferred by brick-and-mortar shoppers.
Strategy We conducted a thorough competitor analysis to understand the packaging trends and consumer preferences in the beach accessories market. Leveraging these insights, we designed new product packaging that emphasized Sun Ninja’s unique selling propositions (USPs) and enhanced shelf appeal. Additionally, we developed a new product line that complemented the existing offerings, ensuring a comprehensive and attractive product range for retail customers.
Creative Application The new packaging design incorporated:
Durable Materials: Ensuring that the packaging could withstand handling and transportation while maintaining an attractive appearance.
Vibrant Colors and Imagery: Reflecting the fun and adventurous spirit of the beach, using bright colors and dynamic imagery to catch the consumer's eye.
Clear Call-Outs: Highlighting key features and benefits of the products, such as UV protection, ease of setup, and portability.
Brand Consistency: Maintaining Sun Ninja’s brand identity across all packaging elements to build brand recognition and loyalty.
Results The revamped product packaging and the introduction of new product lines led to successful placement in Dick’s Sporting Goods stores across the US. This strategic move not only expanded Sun Ninja’s market reach but also enhanced brand visibility and consumer engagement. The new packaging design received positive feedback for its attractiveness and functionality, contributing to increased sales and solidifying Sun Ninja’s position in the competitive beach accessories market.
