Tan Thursday

Rebranding and packaging design collection for a cruelty-free and vegan tanning product range.

Self-tanning has an image problem the category rarely addresses. It is associated with results that look artificial, and the packaging tradition — bronzed skin, tropical suns, heavy gold — tends to reinforce exactly the impression the customer is trying to avoid. A rebrand here is really an argument about credibility.

The redesign moves the range away from those codes. The cruelty-free and vegan credentials are not treated as a badge added at the end but as the reason the brand looks the way it does: cleaner, calmer, closer to skincare than to holiday products.

As a collection rather than a single item, the packaging also had to hold together as a family. Consistent structure across the range means a customer who buys one product recognises the next, and the shelf reads as a considered line rather than an assortment.