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
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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
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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
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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