A brighter shining identity for the original luxury self tanning brand.
St. Tropez have for years stood unchallenged as the original and best luxury self-tanning brand.
With new brands in the space, and a new generation to recruit – St. Tropez needed to further elevate their position.
Led by a new strategy positioning the brand as the “trusted secret to a richer look”, we were able to first build a compelling narrative and in turn conjure a more aspirational atmosphere around the brand.
Our approach was to extract more from the region in which the brands bear their name. We created a brand world that feels like a never-ending staycation in the French Riviera, transporting audiences to an exclusive members-only realm, perpetually bathed in the allure of sophistication and luxury.
Similarly inspired by location, we created a typographic system that would behave much like the movements of the endless St. Tropez sun. Messaging rises and sets, shimmers, dapples and radiates – creating a memorable and thumb-stopping signature approach for the brand.
We introduced a new primary typeface – the exquisite, powerfully elegant Saol Display by type foundry Schick Toikka. Whilst adjustments were also made to the logomark to meet the needs
of social era standout.
Brand messaging itself found a new voice. We defined a new way of speaking; knowingly aspirational with a self-aware smirk. Intentioned to move the brand beyond a destination, becoming a permanent state of mind.
