Blue Water Girls
From DTC Brand to Nordstrom Shelf
ServicesBrand Refresh • Digital Marketing • Social Media Design • Packaging Design
Here’s How We Did It ⤵️
Blue Water Girls is a Black-owned sun care brand rewriting what it means to glow.
Born from the founders' love of travel and post-vacation radiance, the brand challenges decades-old stigma around darker complexions and sun exposure — celebrating the sun's power on all skin tones with vegan, dermatologist-tested formulas made in the USA.
When they came to 608 & Co., they needed more than a design refresh. They needed a complete brand ecosystem — one that could carry them from Amazon listings all the way to a Nordstrom shelf. That's exactly what we built.
The Challenge
A brand with a big story — and a creative footprint that didn't match it.
Blue Water Girls had the product, the mission, and a growing community of loyal customers. What they didn't have was a cohesive visual identity that communicated their premium positioning across every touchpoint — from an Amazon scroll to a mailer landing in an influencer's hands.
Their Amazon presence wasn't converting at the level the product deserved. Their packaging didn't yet signal shelf-worthy. Their email and social templates weren't built to scale. And they were preparing for a push into retail — a category that rewards brands that look like they belong there.
The ask: build the entire creative infrastructure, fast, without losing the brand's warm, wanderlust-forward soul.
The Work
Six deliverables. One cohesive brand story.
Packaging Design
Retail-ready packaging system designed to stand out on shelf and signal premium quality at a glance — the product that earned Blue Water Girls their Nordstrom placement.
Amazon A+ Content
Elevated brand story content for their Amazon product pages — designed to convert browsers into buyers by communicating brand values and product benefits with editorial-quality visuals.
Amazon Storefront Refresh
Full refresh of their Amazon storefront and listing imagery, repositioning the brand for a premium audience and improving the visual hierarchy that drives click-through.
PR Mailers
Influencer-ready unboxing experience designed to create scroll-stopping content when opened on camera — every detail considered for shareability and brand storytelling.
Email Templates
Branded email template system built for scale — designed to maintain visual consistency across campaigns while giving the team flexibility to create without starting from scratch.
Social Media Templates
A full suite of on-brand social templates covering promotional posts, product features, and community content — built so the team can move fast without compromising the aesthetic.
The Highlight
The packaging that got them into Nordstrom.
Retail placement isn't just about the product — it's about whether the packaging earns its spot on a shelf next to brands that have been in the game for decades. We designed packaging for Blue Water Girls that communicates luxury, communicates mission, and looks like it belongs in a Nordstrom beauty section.
From the typographic hierarchy to the color story to the finish details, every decision was made with the retail buyer and the end consumer in mind. The result: a product that secured a Nordstrom placement and is now in front of a national audience.
Amazon Strategy
More than a listing — a brand experience on the world's largest storefront.
Amazon is where most beauty consumers discover new brands — and most brands waste the opportunity with generic imagery and unfocused A+ content. We approached Blue Water Girls' Amazon presence as a full brand experience.
The storefront refresh established a consistent visual language across every listing. The A+ content told the brand's story — the founders' origin, the cultural mission, the product's performance — in a way that converts. The result was a [X]% lift in conversion rate. Add your before/after numbers from Seller Central.
Influencer Activation
PR mailers built to go viral.
Influencer marketing only works when the unboxing is worth filming. We designed Blue Water Girls' PR mailers as a full sensory experience — from the outer packaging to the tissue to the card inside. Every detail was considered for what it would look like on camera.
The mailer campaign reached [X] influencers with a combined audience of [X]K+ followers. Add reach and engagement numbers from the client.
Ongoing Brand Systems
Templates that scale without losing the brand.
One of the most common pain points for growing beauty brands is the gap between brand guidelines and what actually gets posted. We built Blue Water Girls a complete template system — email and social — so their team can execute quickly without breaking the aesthetic.
The email templates are structured to work across promotional, educational, and community content. The social templates cover every format in their content mix, with locked brand elements and flexible zones for copy and imagery.
Blue Water Girls didn't need more content. They needed a brand that looked as good as their product felt. That's what 608 & Co. is built for.
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