The Tanning Shop, the UK's leading tanning brand for over 30 years, had a strong identity that customers loved. However, their in-store and digital presence appeared cluttered and pale in comparison, failing to reflect the brand's vibrant retail experience. They needed a digital adaptation that would shine online while supporting their new growth phase.
Be sunny. Be bold. Be simple.
We established three golden principles to guide every decision: be sunny, be bold and be simple. Together, they gave us a clear framework for capturing the warmth, energy and confidence of The Tanning Shop experience.
Taking the glow online
We identified the strongest elements of the in-store brand and explored how they could shine just as brightly across digital, maintaining what customers already recognised while adapting the experience for a different environment.
One seamless journey
We mapped the customer journey across physical and digital touchpoints, making sure the brand felt consistent wherever customers encountered it – from stepping into a shop to scrolling on a screen.
Turning up the warmth
We evolved The Tanning Shop’s iconic orange and brown palette with a series of warm pastels, adding depth and versatility while keeping the brand recognisable. A characterful new typeface and playful luggage tag-inspired stickers brought even more personality across social and digital.
Imagery with a glow of its own
We established an ownable stock photography style built around confidence and warmth – imagery designed to stop the scroll and capture the same feel-good energy customers experience in store.
Finding the brand’s voice
For the first time, we created comprehensive tone of voice guidelines for The Tanning Shop, combining confident, down-to-earth messaging with carefully placed moments of wit. Content pillars and communication principles gave the brand a consistent way to speak throughout the customer journey.
The transformation went well beyond digital. The new visual identity and tone of voice were carried into physical stores, replacing a cluttered, pale experience with something brighter, bolder and more recognisably The Tanning Shop. Online and in-store now feel like the same brand – giving customers one consistent experience from screen to salon.
The Tanning Shop
Talk about a glow-up
Mel Wilson
Marketing Director
"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."