SUN BUM
Retail Design
Creating a physical space for a brand without a brick-and-mortar presence
THE ASK.
Design Sun Bum's first retail space and experience.
THE BACKGROUND.
Sun Bum is a sun protection brand that sells skincare products, hair care products, and lip balms.
Sun Bum believes that breaks are not a waste of time, but necessary for creating a happy life. At Sun Bum's core, they are a lifestyle brand that encourages their consumers to live a life that matters.
THE CHALLENGE.
Few Americans are living the Sun Bum lifestyle. In fact, they are working more than ever. So much, that America was dubbed the "No Vacation Nation".
KEY LEARNINGS.
01.
Surfers embody the Sun Bum lifestyle
Surfing creates a cognitive state known as afterglow, which makes people feel lighter, radiant, and restored. This state has been proven to combat burnout.
02.
American workers aren't taking breaks
90% of millennials are feeling overworked and burned out.
768 million days of PTO were not taken in 2018.
03.
Planning a vacation creates stress
67% of vacationers stress from booking vacations.
The top stressors are spending too much money, packing, keeping everyone happy, and finding accommodations.
KEY LEARNINGS.
01.
Surfers embody the Sun Bum lifestyle
Surfing creates a cognitive state known as afterglow, which makes people feel lighter, radiant, and restored. This state has been proven to combat burnout.
02.
American workers aren't taking breaks
90% of millennials are feeling overworked and burned out.
768 million days of PTO were not taken in 2018.
03.
Planning a vacation creates stress
67% of vacationers stress from booking vacations.
The top stressors are spending too much money, packing, keeping everyone happy, and finding accommodations.
THE OPPORTUNITY.
Encourage the Sun Bum lifestyle by creating a vacation that alleviates stress and combats burnout by providing a restorative experience that helps guests achieve afterglow.
A restorative getaway that redefines the meaning of vacation by providing guests with a mental and physical reset to inspire the "work less, live more" mentality.
THE LOCATION.
Encinitas, CA is a beach city located in Southern California. It is known for its rich surf history and culture.
DESIGN RULES.
COLORS.
To stay consistent with the parent brand, Sun Bum's signature yellow and brown act as Shaka Villa's primary colors.
We scoured Sun Bum video footage and pulled five additional colors that both complimented the brand and had the same aesthetic as Shaka Villa.
LOGOS.
Sun Bum's logo is important to the brand, so Shaka Villa's primary logo features the same gothic round medium font and spacing between the top and bottom words.
Shaka Villa's secondary logos include Sun Bum's Sonny, an SV, and, of course, a shaka.
THE BOOKING PROCESS.
Booking a vacation is huge stressor for many people. Shaka Villa’s booking process was created keeping this in mind, taking step by step measures to make the planning experience as easy as possible.
STEP ONE
See advertisements for Shaka Villa on Instagram, Facebook, or Twitter. Click on an advertisement or surf the web to enter the Shaka Villa website.
STEP TWO
Once on the landing page, you can book your stay yourself, or you can call Shaka Villa and let them do it for you.
By offering both options, Shaka Villa helps accommodate those guests who enjoy planning, and those who don’t.
STEP THREE
After you’ve booked your stay, you’ll receive a confirmation email, which will be your first introduction with your Whoop Leader. Whoop Leaders are Shaka Villa’s initiative to help ease vacation planning.
Two weeks before your trip, your Whoop Leader will send a follow up email asking if you'd like to add on packages or arrange airport pick up.
Two days before your trip, a last touch email including the weather forecast and a packing list will be sent to help guests pack and plan accordingly.
Finally, it’s time to head out on your adventure! The Bum Mobile will be waiting to pick you up at the airport and drop you off at Shaka Villa.
THE SPACE.
THE INITIATIVES.
BUM MOBILE.
The Bum Mobile takes an additional worry off of guests: transportation. Whether air port pick up/drop off or a ride to town, we are always down to go for a cruise.
SUN CARE.
Sun Bum and Shaka Villa are proud advocates for proper skincare. Every villa will include a sun care kit for each guest with proper usage instructions so they can be informed. The goal is for guests to leave with the knowledge they need to protect their skin so they can continue to surf on.
WHOOP LEADERS.
Whoop Leaders are your new best friend while you stay at Shaka Villa. They start a relationship with guests long before they enter the villa. Whoop Leaders take the burden off of guests by making reservations, organizing activities, and doing the mundane things that they do not need to worry about during their stay.
THE 'SCREEN MACHINE.
To further drive our point home, we want our guests to have access to proper sun care products at all times. We created a sunscreen machine that will live along the beach. Guests simply use their villa key to activate the machine, enter their height, pick their desired SPF, walk into the booth, and relax while the 'screen machine does the application for them.