Tenue Soleil

Brand Positioning Framework
Brand Personality
Brand Values
Verbal Identity
Messaging Framework

Tenue Soleil, a sun protection brand founded in Amsterdam in 2020 needed to establish a clear brand positioning in a marketplace where brands are often only expected to do the bare minimum - protect from the sun.

While sun protection is actively used and accepted by most there are no clear benefits beyond UV protection. No standards that help the customer to make a better, more informed choice, which often creates uncertainty and forces many to simply hope that what they are putting on their bodies is also good for them.

We positioned Tenue Soleil as "The Better Choice" - establishing them as the ones who let you enjoy the sun as much (and as responsibly) as possible. We developed the concept "making the choice enjoyably obvious," which works both as a promise to customers and an internal guiding principle when developing products and experiences. 

By enabling Tenue Soleil to focus on added value beyond SPF, it helped to motivate the higher price point, which previously had created confusion, where customers did not understand why their products cost more.

The "enjoyably obvious" framework drives decisions from product development to customer communication, ensuring consistency across all touchpoints while reinforcing their sustainable, user-focused approach.

Worth noting: The SPF30 Mineral Sunscreen won gold in the Dutch Beauty Award 2025 Sun category, praised specifically for eliminating the white cast that typically makes people avoid mineral sunscreens.