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The Tanning Shop

Talk about a glow-up

The Tanning Shop is the leading brand in the UK for tan beds and spray tans. Having been around for over 30 years, it has strong brand creds with established core assets that customers know and love. But this was not reflected on its digital channels, where the identity looked cluttered and, well, pale in comparison to the glowing brand felt in stores. 


To support the business through its new stage of growth, we were tasked to take the brand elements that were working in-store and create a digital adaption that would shine online. Born out of our golden creative principles – be sunny, be bold, be simple – we evolved and revived the colour palette, with a series of warm pastels to support our iconic orange and brown. 


We also introduced a fresh new font with more character, set an ownable and engaging stock image style that radiated confidence and created a fun set of sticker motifs, inspired by luggage tags, that allowed us to convey brand messages in a vibrant way.  


Not forgetting the shiny new TOV – a first for the brand! This included a content pillar strategy and set of communication principles to ensure they were saying the right thing to their audience, at the right point in their journey. It looks pretty tan-tastic if we do say so ourselves. 

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“A massive thank you to the team for the project. It has been a crazy few months and your support has been truly invaluable. Your work has put us in a great position to move the business forward.”

Mel Wilson

Marketing Director, The Tanning Shop

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