Summer Solstice

In a market highly saturated by bright blues, orange and gold packaging designs and to avoid the artificial connotation associated with self-tanning, I veered away from using orange as the main colour. I did want to include these colours in some way in order to build trust through familiarity and ensure cognitive consistency as they are innately attached to tanning products in the minds of its consumers.

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Including photography in the packaging design is very rarely seen in this particular industry so was utilised here as a point of difference to attract attention while also creating a perception of the product being more natural. 

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The minimalist and luxurious box packaging works with the romance of the logo mark to make the consumer feel classy, naturally beautiful and relaxed while engaging in their self-tanning routine. The concept aimed to develop packaging that that the consumer would cherish and would buy almost solely based on its uniqueness.