In 2013 local entrepreneurs the Virtual factory developed and launched Ikaros, an SPF30 sun protection cream targeted at consumers who have not considered the risks of prolonged sun exposure. Initially the brand was destined to launch at festivals, county shows and anywhere else that consumers are exposed to the sun for long periods. But the team soon became aware of an even bigger opportunity, to open up the market for sun protection in the workplace.
Although the dangers of sun exposure are well documented, many employers whose workers are exposed for long periods of time have not considered the risk or how to offer protection. Since 2009 the HSE has included advice about sun protection for both employers and employees on its website – and a leaflet is available with advice on what precautions to take. This advice still relies on the use of retail sun-creams sold in larger, multi-use bottles and tubes. These products are heavily targeted towards the leisure market with glamorous designs, heavy fragrance and a design language which is alien to the target consumer of this offer.
ideasfactory@NUA developed the brand identity Ikaros using bold orange as the core colour and the stylised wing device to communicate the brand proposition. The myth of Ikaros, whose wings of wax melted when he flew too close the sun, was the perfect metaphor for the consumer the brand seeks to target. The student team even coined a strapline for the brand: “Ikaros – please fly responsibly”.
The company has just completed its first production run. The product delivery system is a portable 15ml single use, flexo printed sachet. It is portable and easy to store, distribute and use.
Working with ideasfactory@NUA has been a great experience – along with the breadth of ideas we were shown, we have been impressed with the depth of thinking, which has helped us to shape the IKAROS proposition.
We have been impressed with the depth of thinking, which has helped us to shape the IKAROS proposition.