The Tanning Shop
Talk about a glow-up
The challenge: 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.
Our approach: Bringing the sunshine out
1. Golden creative principles
We established three key principles to guide our work: be sunny, be bold, and be simple – creating a framework that would capture the warmth and confidence of the in-store experience.
2. Digital brand translation
We identified which core brand elements were working effectively in-store and developed strategies to adapt them for digital platforms while maintaining brand recognition.
3. Customer journey enhancement
We mapped the digital customer journey to ensure brand consistency at every touchpoint, creating a seamless experience between physical locations and online channels.
The solution:
Welcoming a radiant identity
Colour with confidence: We evolved the iconic orange and brown palette, introducing a series of warm pastels to create depth and versatility across digital touchpoints.
Typography with character: We selected a typeface with proper personality, adding distinctive brand character and working across digital platforms.
Radiant imagery: We established an ownable stock image style that projects confidence and warmth – the kind that makes people stop scrolling and connect with the brand.
Playful visual elements: Luggage tag-inspired sticker motifs spark joy and convey brand messages in a vibrant, engaging way across social media and digital marketing.
Distinctive tone of voice: We developed the brand's first comprehensive tone of voice guidelines, including a content pillar strategy and communication principles to ensure consistent messaging throughout the customer journey.
The results:
A tan-tastic transformation
The refreshed digital identity has created a seamless brand experience between online and in-store touchpoints, with physical locations benefiting from the new visual elements and TOV – creating a glowing retail experience that customers have fallen in love with.
“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