Suncoat Kids

ABOUT

Suncoat Kids is a pioneering clean children’s beauty brand founded by chemist and mother, Ying Cheng. For over two decades, the brand has led the category with its water-based, peel-off nail polishes — formulas that are non-toxic, odourless, and remover-free. As the brand prepared for a new chapter, Suncoat Kids approached Arithmetic Creative to reimagine its visual identity, packaging system, and product experience.

Our goal was to build a brand world that honours both the scientific intelligence behind the formulas and the imaginative way children interact with the world. We set out to design packaging that didn’t simply hold a product, but invited discovery, creativity, and learning — all while reinforcing the brand’s deep commitment to safety and sustainability.

CONCEPT

Arithmetic’s concept was rooted in a single idea: Design that sees through the eyes of a child.

We sought to merge the precision of chemistry with the spontaneity of play — creating a visual and tactile universe where shapes feel friendly, colours feel curious, and every detail sparks exploration.

The ergonomic bubble-lid became the cornerstone of this concept. We asked: What would it look like if packaging offered independence to small hands still developing grip strength and coordination? This led us to sculpt a form that feels natural, intuitive, and empowering, transforming the simple act of opening a bottle into a moment of confidence.

To extend that spirit of exploration, secondary packaging was designed to live many lives — turning into build-your-own creatures and craftable worlds that nurture imagination while reducing waste.

SOLUTION

Our solution centered around empathetic, hands-on design — understanding how children hold, play, imagine, and learn. This meant observing real behaviours, interviewing the founder, and grounding every decision in emotional connection.

Key elements of the solution include:

Hand-Sculpted Ergonomic Lid – We sculpted the bubble lid in clay to achieve organic curves tailored to small hands. This tactile approach ensured the form was not only functional but also joyful — a sensory experience that feels inviting and familiar.

Playful Graphic Language – Cut-paper-style illustrations emulate the way children cut, layer, and assemble shapes. The system feels approachable, imperfect in the right ways, and intentionally reminiscent of childhood craft.

Optimistic Colour System – Inspired by Paul Rand and the Albers’ exploration of colour relationships, the palette balances vibrancy with softness, creating a visual rhythm that feels both curious and calming.

Reusability as Storytelling – The packaging system was engineered to extend its life through play. Gable boxes transform into buildable creatures, encouraging children to explore sustainability through hands-on creativity.

TECHNIQUE

The design process combined traditional craftsmanship with modern production:

• Hand-sculpted prototypes to explore form and ergonomics
• Clay modeling to refine the bubble-lid’s organic geometry
• Cut-paper illustration methods translated into digital systems
• Iterative observation and testing of how kids interact with shapes and objects
• Custom structural design for packaging that shifts from container to toy
• FSC-certified materials and recyclable trays to reinforce sustainability

Every technique served a single purpose: to create packaging that teaches through touch, colour, and interaction. It is rare for kids’ beauty packaging to offer both an educational experience and a tactile, emotionally resonant design. Suncoat Kids now invites children not just to use the product, but to create with it.

RESULT

The redesign has opened a new chapter for Suncoat Kids. The brand’s refreshed identity has already expanded its retail presence across Canada, with major retailer London Drugs bringing the line to shelves in Holiday 2025 — increasing national visibility and reaching new families coast to coast.

More importantly, parents have responded to the honesty and safety embedded in the design, while children are drawn to its colour, interactivity, and sense of delightful discovery.

Arithmetic’s work has transformed Suncoat Kids from a quiet pioneer into a category-defining innovator — a brand where sustainability and storytelling meet, where childhood creativity is celebrated, and where every touchpoint invites curiosity, joy, and care.