NKD SKN: The Future of Sunless Tanning
This rebranding and packaging design for NKD SKN brings science to the sensual, communicating a holistic and future-oriented approach to self-tanning. The product line is curated to include self-tanning essentials such as an exfoliating scrub, a gradual tanning cream as well as an instant tanning mousse that both protect skin from sun exposure, tan remover, soothing aloe gel and facial applicator mitts. The redesign elevates self-tanning to the level of high-end skincare and speaks to a diverse audience interested in streamlining their beauty and skincare routine.
Subject:
Packaging, Identity
Advisor:
Ania Borysiewicz
Final photography:
James Chou
Sunless Tan Mousse and Tan Eraser
Gradual Sunless Tan Cream, Exfoliating Body Scrub and Soothing Aloe Gel
Sunless Tan Applicator Mitts
Poster Application
Brand Background
NKD SKN is a brand that offers self-tanning products such as lotions and mousse, for tinted and gradual self-tans. They describe their products as being infused with organic and natural ingredients, and free of perfume, alcohol and parabens. Their price point is lower than many other self-tanning brands in the beauty market, and their products are 50% certified organic.
Original logo and packaging
Insights from Research
Self-tanning is now a billion-dollar industry, and demand continues to grow. My research on self-tanning pointed to trends of companies addressing diverse demographics, reformulating products, combining beauty and sun protection, diversifying application methods, and turning towards environmentally conscious products.
Growing awareness of the dangers of sun exposure and tanning beds have led to increased demand for sunless tanning that help people achieve the same “glow.” Self-tanning products can be used to decrease the risk of non-melanoma skin cancer, caused by excessive exposure to UV radiation.
Initial brainstorming of brand and packaging concepts
Brand Concept
My rebranding concept positions NKD SKN as a brand that equally values beauty and sun protection. I saw an opportunity to emphasize their already existing description of combining nature and technology, utilizing organic ingredients and addressing diverse skincare needs.
Following several rounds of brainstorming, I chose the attributes holistic, synergistic, gradual, sensual and scientific to define the rebranding. Using these words as a guide, I generated ideas for the new identity, product line, and packaging forms.
Phases of Logo Development →
Form Sketches →
Product Line and Final Forms
The brand attribute “holistic” inspired the idea of having a complete sun care line, which includes a gradual tanning cream as well as an instant tanning foam, an exfoliating scrub for self-tan prep, a soothing aloe gel for aftercare, and self-tanning application mitts.
Inspired by the brand attribute “scientific” I used circular forms, curves and simple silhouettes to visually express streamlined, scientific efficiency. The final forms I rendered in SolidWorks for 3D printing. The clear pieces were lasercut.
Graphic Development →
Color gradients were explored to evoke the sense of gradual “warming” in temperature and skin tone.
An intermediate stage of graphic application.
Final Graphics
Pre-final version of the full family with lid graphics applied.
Final Family Shots →
