As the original luxury self-tanner, St. Tropez needed to reinforce its position amidst rising competition, re-establish itself as a ‘Social First’ brand, and connect with a new generation. Guided by the strategy of being the "trusted secret to a richer look," we crafted a compelling narrative that elevated the brand’s aspirational appeal.

Drawing from its namesake, we built a brand world, evoking a perpetual staycation on the French Riviera - the sophisticated, exclusive realm of luxury. This concept extended into a typographic system mimicking the sun's movements, with messaging that rises, sets, dapples and shimmers to create a signature, luxe style. We introduced the refined Saol Display typeface, optimised their iconic logomark and introduced a new, clean colourway and graphic style.