Runblock's Identity Shows Sunscreen Already Melting

Runblock is a sunscreen made for runners, and its identity by George Fletcher and Tess Lockhart does the opposite of what the category expects. Instead of coolness, clean surfaces and water droplets, the branding shows the product as though it has melted. Letterforms sag, shapes run, surfaces distort. The logic is not about the product on a shelf but about the moment it is used: in heat, mid-run, covered in sweat.

The risk is obvious. In cosmetics, distortion reads as spoilage, and a customer may see a deformed package as a quality problem. The designers keep the distortion in the graphic language while leaving the product itself legible, which is a fine line but a decisive one. What makes the work interesting is its honesty. No sunscreen survives that heat untouched; this one simply makes the condition its subject rather than hiding it.