Having worked with the likes of Lady Gaga and Mariah Carey, his reputation for being the UK’s leading tanning expert firmly established, James Read’s decision to launch his own top-of-the-range collection was based on a desire to introduce the world of tanning to a whole raft of new techniques, tools and products – all aimed at producing a natural effect. Given this, and the fact that the market is both saturated and highly competitive, James required a brand identity that reflected his reputation and his ideas, something innovative, different, simple and desirable.
We designed a strong brand identity using just one colour - a metallic gold. We designed and artworked the full range of packaging, created an extensive guidelines document, designed the website and a suite of items for the successful press launch event.
The market primed, and contracts with Harvey Nichols and QVC already in place, the launch of James Read’s collection was an unmitigated success. The internet is positively jumping with praise, with Vogue remarking, “Unlike many self-tanning products, the packaging is of the type you'll happily have on display in your bathroom."