Oozing glamour and star-quality, St Tropez is the UK’s leading self-tan brand product. With competitor brands beginning to threaten St Tropez’s position we were asked to undertake a complete brand refresh that would reassert St Tropez’s pre-eminence and reinvigorate its personality. As well as producing marketing collateral and detailed guidelines to improve consistency, we developed a range of proposals to revitalise the St Tropez packaging.

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Out with the old

St. Tropez’s art deco-inspired shell symbol has been a key part of their brand for many years. Despite its familiarity and considerable brand equity, contemporary audiences thought it “chintzy” and “dated” – especially compared to sleek competitor brands. After an extended series of workshops, stakeholder interviews, market research and competitor analysis we set about modernising the brand in a way that would take it above and beyond its competitors.

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The evolution of such an iconic brand had to be handled with the utmost care. Working closely with the St. Tropez team we defined a clear path forward. The ultimate objective was to propel the brand back to its original position; ahead of the beauty curve.

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Appearances are everything

First we took the brave yet carefully considered step of removing the aging shell symbol. Next we refined and redrew the existing logotype, taking particular care to create something that would have real cut-through in the beauty marketplace.

Finally we began modernising the entire brand aesthetic, which we duly documented in a comprehensive set of brand guidelines.

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A brand of beauty

With the brand refresh complete we turned our attention to a key piece of collateral – St. Tropez’s packaging. In order to occupy the coveted ‘mass market premium’ space we developed a range of proposals to revitalise St Tropez’s packaging. These represented a quantum leap forward for the brand that helped propel St Tropez into an elegant, sophisticated yet entirely accessible space.

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We had many complex branding and communications problems to resolve. Cubic had the confidence and a great depth of brand experience to find the right way forward.

Rod Tompsett
Chief Executive, St. Tropez

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Brand positioning
Product architecture

Identity

Visual identity
Verbal identity
Identity systems
Brand guidelines
Bespoke typeface

Experience

Print and literature
Packaging
Photography

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