Uber Dark

Creative Agency: The Mill
Project Type: Produced, Commercial Work
Client: Heritage Brands
Location: Melbourne, Australia
Packaging Contents: Beauty
Packaging Substrate / Materials: Paper, Plastic
Printing Process: Flexography

The Challenge
Le Tan wanted to create a new range of premium tanning foams which delivered the darkest results. With all the competitors already using predominantly black packaging, it was key the new range tapped into the emotional and transformative nature of tanning.

The Brand Assets
Using combinations of butterfly and moth wings, the packaging not only communicates beauty but also the positive emotional change that occurs after using self tanning products.

The Impact
Launch has been successful with early figures showing stronger than predicted sales. The brand has had no marketing support other than an Instagram page and has relied on packaging alone. Figures will be updated once known.