People have a love/hate relationship with sunless tanning. Decades of orange, streaky skin keep customers crossing their fingers with every application, or keep people away entirely. Without a trusted brand that delivered consistent, quality results, consumers were reticent to adopt the behavior.

Pure Glow spent a decade creating a formula that put all concerns to rest. It was also made with ingredients that were actually good for you. We positioned Pure Glow as the brand that could make you feel as good on the inside as you looked on the outside — without the dangers of sun-tanning and the hassles of sunless tanning.

The messaging focused on two important aspects of the brand: the innovative formula and the end result for consumers. The language balanced expert and approachable to instill trust, as well as put consumers at ease about the product and experience.

We built a design system rooted in the creative hook, Pure Radiance. The letterforms in the wordmark radiate off of each other in subtle moments. The typography is made up of a feminine serif that represents the curves of the body, and a straightforward sans serif that speaks to the innovation of the brand. The color palette leans neutral, highlighting tones found in nature. The suite of icons and graphic system was built for scaling in all applications — physical collateral, digital marketing, product packaging, and more.

The name to know in sunless tanning innovation; a brand that blends science with aspiration; a nationwide behavior change.