White to Brown - Maclaren Jones Design and Marketing

WHITE TO BROWN SELF TAN

New brand creation and packaging design

Maclaren Jones previously worked with Fake bake to refresh their brand in the tanning industry across the UK, creating new packaging and communication collateral for the product teams and promotional collateral for the salons. As a result, the Fake Bake brand was catapulted from being a mid-market player to second only to the market leader at the time, St Tropez.

It is no surprise therefore that we were soon approached by another ambitious tanning brand – White to Brown – in its endeavour to create a striking new image that could compete with the market leaders in this competitive but growing sector.

Brand Creation

We started with the brand itself, giving them an image that would elevate perceptions in terms of quality of the product and the service support to salons through enhanced sales promotion activity and marketing collateral.

As the brand needed to appeal to a predominantly female and younger market we chose visual imagery that reflected the demographic and which had an edgier and more fun-filled lifestyle feel to it – to differentiate them from the market leaders.

The copy style was short, sharp and to the point and emulated the brand name.

Packaging Design

We created exciting new packaging and product design that would stand out on the retailers’ shelves with summer promotional boxes aimed a cross-selling the other products in the portfolio, as well as winter gift boxes for Christmas gift promotions within stores and salons.

The brand relaunch worked so well that the product portfolio was taken on by Boots and House of Fraser retailers and the independent salons were expanded by a third throughout the UK. The salons were also supported by a range of customer communication collateral, as well as window stickers, posters and an advertising campaign to raise awareness of the brand.