Opinion by Richard Baird Posted 20 July 2012
James Read is a tanning expert who has worked with number of celebrities including Lady Gaga and Mariah Carey. Recently James launched a range of premium retail products ‘based on a desire to introduce the world of tanning to a whole raft of new techniques, tools and products – all aimed at producing a natural effect’. The packaging and visual identity, designed by Studio Makgill, captures the straightforward application and wash off quality of the product and the high quality, professional nature of the brand with a bold and iconic white and metallic striped print treatment and simple sans serif logo-type.
“We designed a strong brand identity using just one colour – a metallic gold. We designed and artworked the full range of packaging, created an extensive guidelines document, designed the website and a suite of items for the successful press launch event.”
“The market primed, and contracts with Harvey Nichols and QVC already in place, the launch of James Read’s collection was an unmitigated success. The internet is positively jumping with praise with Vogue remarking “Unlike many self-tanning products, the packaging is of the type you’ll happily have on display in your bathroom”. – Studio Makgill