The brand's main goal was to create a visual narrative that would encourage women to treat themselves, indulge, and experience something special that would leave them feeling confident, attractive, and loving themselves more than they ever have. The aim of the brand identity was effortless elegance and sophistication, all while allowing its audience to feel subconsciously calm, supported, and safe when looking at the brand’s visuals.

• We decided on a lightweight, classic serif for the primary brand font. This choice was made to help give the brand the timeless, graceful and elegant feel we sought after. We partnered the typeface with a complementary script font that has a delicate yet mature, romantic feel.

• All the colours in the palette (except for ‘Ocean Floor’) were designed to be delicate, cool, and muted. Typically, colour palettes for a brand with Yx Tanning’s personality avoid high-contrast colours like ‘Ocean Floor’, but we chose to add it to the palette to add richness to the brand and help it feel more refined and luxurious.

• Lastly, the decided differentiation strategy for the brand was to position it as a specialist in bridal tanning, as opposed to just general spray tanning. To highlight this, we decided to incorporate wedding/bridal photography into the brand’s content. We also chose to include images relating to the sea, beaches and holidays to connect with the idea of honeymoons.