Sundless

We evolved the Sundless brand by identifying the emotional motivations that drive the decisions and behaviors of manufacturers, so that they would consider this highly durable and bulletproof material as an ingredient component in their own products.

The Brand Challenge

Sunless is a newly patented, unbreakable material that is highly durable and bulletproof. Their customers are manufacturers of products that use materials like this as components of their own product. As revolutionary as Sundless is, it was hard to sell. The brand has to break through alongside long-established competitive set of well-known brands like Kevlar. Getting manufacturers to consider the product and take the time to test it is the primary brand objective. In the words of the brand leader, "How do we convince manufacturers that our new product is better, stronger, and safer than the well-known brands that they've used and trusted for years?"

Limbic Sparks® Insights

We interviewed manufacturers to understand what matters most when choosing a component material. We discovered that they are risk-averse when it comes to changing their manufacturing process, and that they prioritize the quality and reputation of their own product over anything else. They like to stick with what’s always worked, and they’ll only consider a new material that offers the same or better quality, and that does not make their manufacturing process more complicated or expensive. They also want to work with a material that is environmentally friendly. It was clear that if we attempted to use category-generic claims, such as 30% stronger, it would not be enough. For a manufacturer to consider using Sundless, they would need to be convinced that it would give them an uncompromising advantage.

The Brand Evolution

We evolved the brand to capture the attention of manufacturers by positioning Sundless a something new that they never experienced before. We recognized that they would encounter the brand during sales presentations and at trade shows, and we needed capture their attention and ignite their interest. Our brand idea and tagline, the compelling brand benefit and invitation, is “A Material Difference.” It successfully communicates that Sundless is both a new material and materially different than any other option.

Brand Strategy • Brand Messaging • Visual Identity • Website Content

This brand evolution launched in 2022 and is still how the brand goes to market today. A deeper dive of behind-the-scenes details can be found in BRAND DESIRE, Chapter 4 - “Finding a Durable Competitive Advantage: Sundless Case Study.”

The Evolved Brand