Carroten is Greece’s best-selling tanning oil. I chose to rebrand this company because I didn’t believe their current brand accurately represented what a Greek Summer looked and felt like, especially with an existing tagline of “Ζήσε το καλοκαίρι σου” which means “Live your summer”.
For their new stationery, I chose to play off of what someone’s point of view would be at the beach as they lay on a lounge chair, applying tanning gel, waiting for their Freddo espresso, incorporating the sunlit waves, horizon line, and bright sun.
Vacation in Greece is popular among tourists, but also among locals. With that said, I created travel-sized packaging for their 3-step sun-care routine, which includes their sun care milk, intensive tanning gel, and after-sun lotion since they currently only sell full-sized products. I emphasized what each product does with the bordered sections and used the script font from the tagline to draw attention to each product’s highlighted ingredients. Since they are minis, I included a toiletry bag to go along with the set, and a matching beach bag to complete the collection. I also created a set of rackets as they’re the most popular beach game in Greece.
Carroten also is keen on spreading awareness for melanoma. As an additional branded item, I made custom UV bracelets so that patrons can be aware of their sun exposure.
Furthering that idea, I created an ad campaign reminding viewers to protect themselves from the sun’s harsh rays. The first ad design is placed in an airport because vacation is so popular here. Our second ad is at a bus stop. The bus system is the most popular form of public transportation in Greece, especially for young people who spend most of their free time at the beach. Our last ad is on a billboard on the side of an island road. Islands are the most popular vacation spots in Greece, mainly for the beaches, making this another great spot for the ad.
The redesigned website further reflects the new image of the brand. I created a blog page so that the brand can further promote “Greek Summer“ to its client base, making a sense of brand loyalty and community. This also has the potential to expand into other forms of promotion and income in the future.
