Client: Aussie Sunmate – Performance sunscreen for athletes
What we did: Strategy I Branding I Packaging I UI/UX Design I Website Design
Commercial Outcomes: Supported by professional athletes including Thomas Machac I Recommended by the Australian Skin Cancer Foundation I Built a highly differentiated position within the Australian sunscreen market I Created a scalable brand platform designed for future athlete partnerships and sponsorships I Positioned sunscreen as a performance product rather than a skincare category
Introduction:
Meet Aussie Sunmate.
A sunscreen brand engineered for athletes and born under the fierce Australian sun.
Backed by clinical trials, TGA approval, professional athletes and the Australian Skin Cancer Foundation, Aussie Sunmate was created to tackle a problem most sunscreen brands continue to ignore. Not sun protection itself, but why so many athletes avoid wearing it in the first place.
Runny formulas. Stinging eyes. Slippery grips. Products designed for the beach rather than performance.
BOAST partnered with Aussie Sunmate to build a brand capable of changing behaviour. One that treated sunscreen not as skincare, but as an essential piece of sporting equipment.
Strategy & Execution:
This wasn’t a brand built around fear-based health messaging. It was built around performance.
Everything from the brand archetype through to the tone of voice was developed around the mindset of athletes. People constantly looking for an edge, protecting their body and showing up prepared.
Rather than positioning sunscreen as something you should wear, we positioned Aussie Sunmate as something that helps you perform better. A reliable teammate. Protective, resilient and always on your side. The messaging shifted away from health warnings and towards ownership, preparation and confidence. Less “don’t forget sunscreen” and more “put it on and play.”
The visual identity followed the same philosophy. Bold, confident and unmistakably Australian. We deliberately avoided the soft skincare aesthetic dominating the category, creating a brand that felt more at home alongside sports equipment than beauty products.
Every detail was considered. Typography was designed to feel active and confident. The colour palette was bold and energetic. Packaging was developed to feel like performance gear rather than personal care. Something that belonged in a gym bag, on the sidelines or handed to a teammate before a game.
Across branding, packaging, website design and digital experience, every touchpoint was designed to reinforce the same idea: performance first.
The Outcome:
Aussie Sunmate launched with a clear point of view and a brand presence impossible to confuse with anything else on the shelf. By focusing on athletic performance rather than skincare, the brand carved out a distinctive position within a crowded category and created a platform capable of growing across athletes, sporting communities, ambassadors and future product lines.
What followed was backing from tennis professionals playing on the global stage, including Thomas Machac, and support from the Australian Skin Cancer Foundation.
