As the original luxury self-tanning brand, St. Tropez needed to reinforce its position amidst rising competition and connect with a new generation. Guided by the strategy of being the "trusted secret to a richer look," we crafted a compelling narrative that elevated the brand’s aspirational appeal.

Drawing inspiration from its namesake, we built a brand world evoking a perpetual staycation on the French Riviera — a sophisticated, exclusive realm of luxury. This concept extended into a typographic system reflecting the sun's movements, with messaging that rises, sets, and shimmers, creating a signature, eye-catching style. We introduced the refined Saol Display typeface and optimized the logomark for social media impact.