Late July

Late July began with a simple observation: sunscreen has spent decades looking like medicine. White bottles, clinical packaging, and functional messaging have turned one of our most-used skincare products into something people buy out of necessity rather than desire. We wanted to imagine what sunscreen would look like if it belonged in the world of fashion, art, and endless summer instead.

The concept was inspired by Adam and Eve and a playful question: If the Garden of Eden had a season, what would it be? The answer was Late July. Longer days. Warmer light. Bare skin. Endless sunshine. The only thing paradise forgot was SPF. This narrative became the foundation of the brand, transforming one of history’s oldest stories into a contemporary celebration of summer rather than a tale of caution.

The identity draws heavily from Renaissance portraiture and classical sculpture, reinterpreting Adam and Eve through expressive contemporary illustration. Rather than preserving historical accuracy, we embraced vibrant colours, oversized sunscreen swashes, playful interventions, and bold typography to create a world where classical art collides with modern skincare. The sunscreen swipe itself becomes a recurring graphic device, appearing as both protection and expression throughout the identity.

Packaging was designed to feel collectible rather than disposable. Bold cobalt blue, vibrant pink, and sunlit yellow create immediate shelf impact while reinforcing the warmth and optimism of the season. Every touchpoint, from the tubes and cartons to merchandise and campaign imagery, celebrates the joy of spending time outdoors instead of warning against it.

The result is a sunscreen brand that feels less like a pharmacy product and more like a summer accessory. By combining mythology, contemporary illustration, and lifestyle storytelling, Late July transforms SPF into something people are proud to carry, display, and wear—creating a brand designed for those who simply want to be sunkissed.