Værbitt — Nordic sun gear for men

Keep was approached by Værbitt, a startup focused on sun care products specifically tailored for men, and tasked with developing a comprehensive brand identity and packaging design that would not only appeal to men, but also encourage them to incorporate sunscreen into their daily routines.

Værbitt’s mission is particularly relevant given Norway´s concerning skin cancer rates among men. The name Værbitt means “weather-beaten” in English, and embodies the essence of the rugged, adventurous lifestyle that the brand represents. The goal was to create a product that resonates with men who lead active lives, whether they are hiking, fishing, or simply enjoying time outdoors.
To achieve this, Keep developed a striking and masculine brand identity that integrates themes of adventure and essential sun protection. The design elements are carefully crafted to express strength and resilience, making sunscreen feel like a natural part of outdoor life instead of a hassle. This breaks away from the usual perception of sunscreen, which many men avoid because of its sticky texture and inconvenient application.

“Our aim was to redefine what sunscreen means for men,” says Erik Skotvedt, founder of Værbitt. “We wanted to create a product that they not only want to use, but also feel proud to carry with them.”

The bold packaging design features outdoor-inspired graphics and a color palette that reflects the natural environment, resulting in a product that is visually appealing while emphasizing its functional benefits. This approach has resonated well with the target audience, as evidenced by the positive feedback Værbitt has received.

“We’re very proud of the brand identity, and we receive lots of positive feedback for the product and the design. We know that many men have started using sunscreen for the first time, and we believe that the design and brand identity are perhaps the most important reasons for that shift,” Erik adds.

Keep’s collaboration with Værbitt showcases how thoughtful design and a clear understanding of the target audience can successfully transform perceptions and encourage healthier habits among men, making sun protection an essential part of their outdoor lifestyle.