Biim Suncare

The category hasn't helped itself. Clinical packaging, forgettable names, textures that feel like an obligation. Suncare has spent decades designing itself out of daily routines. Biim is a tinted sunstick for Gen Z — one product, one format, designed to live in a pocket and perform on camera. The entire business runs through TikTok. That meant the brand had one job: stop the scroll before a word is read. Mumo took the project from strategy to shelf. Positioning, identity, packaging — built end to end. The brand was built around a distinct wordmark. Letterforms inspired by the swipe marks of the product itself, scaled to work on a 12cm stick at arm's length from a phone. Bold. High-contrast. Graphic enough to hold its own against anything in a feed. One of the four co-founders later said the brand made them take their own business more seriously. Sometimes a clear identity does that — it makes the thing feel real.