Yx Tanning
Timeless | Elegant | Romantic | Refined | CalmArchetype: The Lavish Nurturer
Deliverables: Full Brand Identity Design, Content Posts, Brand Collateral & Stock Image Curation.
Yx Tanning - A salon-based and mobile spray tan provider based in and around the London area. The business offers spray tan’s for a variety of special occasions however, Yx Tanning’s founder, Yasmin, specialises in tanning soon-to-be brides ready for their special day. Yx Tanning approached us wanting to craft a new brand to complement their existing lash brand. However, they wanted a distinct differentiation between the two and to target a different customer demographic.
OUR SOLUTION
OUR SOLUTION
The main goal for the brand was to evoke emotions, making clients feel like they’d be taken care of and loved if they visited Yx Tanning. They wanted a brand 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.
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.
The aim for the brand's overall visuals was effortless elegance and sophistication, all whilst allowing its audience to feel calm, supported and safe. All colours in the palette (except for ‘Ocean Floor’) were designed to be delicate, cool and muted to achieve the aims of the visuals. Typically, colour palettes for a brand with Yx Tanning’s personality generally stay away from high contrast colours like ‘Ocean Floor’, but, we chose to add it into the palette to add richness to the brand, to help it feel that bit more refined and luxurious.
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. Choosing to include wedding/bridal and other images associated with the big day as part of the brand’s photography style helped aid the overall, main goal of the brand - to evoke emotions in their clients.
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