MoroccanTan - Boast

MoroccanTan came to us as a brand with cult salon heritage but an identity trapped in an industry that hadn’t evolved with it. In a category still clinging to glitter, bikini shoots and outdated packaging, MoroccanTan had the credibility, science and global trust to lead – but not the brand world to reflect it.

From the outset, we saw what it truly was: the cooler, older sister of the tanning industry. Confident. Skin-literate. Effortless. A quiet authority with no need for trends or theatrics. Over the next 6 months, we built an entire brand universe, from storytelling to campaign shoot, that finally matched its decade of salon leadership and its fierce commitment to seeing self-tan as skincare.

Scope: Strategy | Branding | Packaging | Campaign Photography | Web Design

Our strategy & storytelling process grounded the brand in its truth: MoroccanTan isn’t a beauty hack or a holiday gimmick – it’s a skin-first tanning ritual backed by real science, real ingredients and real results. The strategy anchored everything that followed. We leaned into the “big sister” energy woven throughout the brand foundations – the cooler brand of the industry, the product that everyone else wants, the brand in your cooler, older sisters make-up bag.

By stepping away from the algorithm-chasing behaviours of the category and owning a more refined, European-summer warmth, we shifted MoroccanTan into a modern beauty icon made for skin-literate women who expect performance, ritual and confidence in equal measure.

With the strategy set, we rebuilt the entire brand identity from the ground up. The new aesthetic rejects tanning clichés completely — no neon, no club-tan glow, no influencer gloss. Instead, a world of refined neutrals, structured typography and soft, intelligent warmth that reads as beautiful glow, not orange self-tan. Every design choice reflects the brand’s science-backed, skin-loving formulas, and the salon pedigree that remains unmatched globally. The logo, palette and visual system were crafted to feel elevated, timeless and unmistakably MoroccanTan — the kind of design that sits proudly on a curated bathroom shelf.

To launch the new brand, we directed and produced a photo & video campaign shot through the streets of Melbourne – a deliberate departure from the studio-underwear tropes that have defined tanning for decades. Instead of bodies posed in unnatural settings, we captured women moving confidently through real life: coffee runs, city light, effortless motion, a glow that feels like a natural extension of who they are. It was urban, refined, cinematic — reinforcing the idea that MoroccanTan isn’t about being seen; it’s about how you move through the world. The campaign became the visual proof of everything in the strategy: that tan is confidence, not performance; ritual, not artifice; a statement worn quietly but powerfully.

With the amazing:

Sarah Fountain – photographer

BOAST.

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