Fake Bake updates identity to align the brand globally

Fake tan brand Fake Bake has refreshed its brand identity as part of its 15th anniversary celebrations in the UK as it looks to position itself more uniformly on a global scale.

Consumers in the UK will start to see the new packaging this month, before expanding it across Fake Bakes’ global locations throughout 2016. The packaging was designed in-house, took six months to create following work with focus groups.

Fraser MacDonald, graphic designer, Fake Bake said that over the years the packaging had become "overly complicated".

"Our aim is to refine our global brand positioning in 2016, to ensure that our customer experience is driven by one cohesive brand," he said.

"Over time the packaging had become overly complicated and fussy, we stripped all this away creating a clean and fresh look. We went back to our roots by creating a ‘salon-esque’ feel with its bold typography and use of premium coloured foils, giving our product a strong shelf appeal.”

Alongside the new packaging Fake Bake is set to launch a number of new products including a tanning product that incorporates coconut oil.

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