Independent creative studio Pembleton has launched Evil Ray, a sunscreen brand 18 months in the making, marking the debut of its newly formed Pembleton Ventures division, which aims to build and scale original brands with global ambitions.
The sunscreen brand features sculptural bottles with UV-reactive labels and a logo designed by iconic Australian artist Reg Mombassa, best known for his work with 1980s surf brand Mambo. Pembleton says the collaboration was central to Evil Ray’s identity, drawing on a bold, maximalist surf aesthetic rarely seen in the tightly regulated sunscreen category.
“We wanted Evil Ray to feel like it came from the lineage of 1980s Australian surf brands,” said Pembleton co-founder Matilda Hobba, describing the collaboration with Mombassa as both surreal and seamless. “Next thing we knew, we were working with one of the true icons of Aussie design and art.”
Packaging-led innovation
Pembleton led the creation of Evil Ray end-to-end, spanning formulation, manufacturing, operations, sales channel planning and marketing. The packaging features UV-reactive labels that visually signal when sunscreen should be reapplied, alongside arched, sculptural bottles made from recycled plastics.
Designed in partnership with New Zealand firm Seachange, the bottles required custom tooling and blow mould innovations, all developed and manufactured in Melbourne.
“There’s a lot of industry firsts in the pack design,” Hobba said. “The moulds were highly unique, and bringing the concepts to life was a long and complicated process.”
Launch campaign positions the sun as the enemy
Evil Ray launches with three SKUs — a face sunscreen and two body sunscreens — supported by an out-of-home campaign and a social launch film directed by Julian Frost. The brand positions itself as “the official enemy of the sun,”framing UV exposure as a hostile force rather than a lifestyle accessory.
The launch film opens with a naked Adam and Eve holding hands beneath a glaring sun, a creative decision Hobba joked required explicit board approval.
“The final advice given was, ‘Let it be known in the minutes, the board has gone dicks out,’” she said.
Campaign messaging includes lines such as “Stay vigilant. The sun is trying to kill you” and “Official enemy of the sun,”reinforcing the brand’s irreverent tone.
Entering a disrupted category
Evil Ray enters the market amid heightened scrutiny of sunscreen efficacy, following CHOICE findings earlier this year that several Australian sunscreens failed to meet SPF claims, leading to multiple recalls.
“For the first time, people are questioning whether their sunscreen actually works,” said Pembleton’s Mac Wright. He added that Evil Ray’s formulations were developed with Australian biochemists and tested across multiple independent laboratories in Australia and Europe, with SPF50+ results printed directly on the packaging.
Pembleton Ventures signals broader ambitions
The launch also signals Pembleton’s intent to expand beyond client work through Pembleton Ventures, which will create and invest in new brands that are part- or fully owned by the studio’s founders.
“Evil Ray is the first example of that,” Hobba said. “We have a number of other projects in the pipeline.”
Evil Ray will initially be stocked in surf and skate retailers, personal grooming stores and select specialty outlets, with additional SKUs planned for 2026 and ambitions to expand internationally.
Design and art direction for the campaign was overseen by Matt Alpass, with PS Designs’ Morgan Paki supporting website development.
“Every person who joined this project elevated it,” Hobba said. “This is a best-in-class, social-led launch , and one we believe will encourage more people to make sun care a daily habit.”
Pembleton was founded last year by Matilda Hobba, Mac Wright, Simon Bagnasco and Alex Speakman, offering senior creative and strategic expertise on a project basis. The indie recently launched a national campaign for Belong.