Hype’s work with Biscuit Bronze exemplifies the importance of brand positioning.

Launching a new brand into the fast-growing but highly competitive self-tanning category was always going to be a challenge. However, the founders, two friends with Italian heritage, saw a gap in the market for a self-tanning mousse formulated explicitly for people with olive skin tones.

Unfortunately, the initial brown-toned labelling and website images failed to communicate what made the brand distinctive.

Our approach at Hype was to rediscover the essence of the brand. Once we understood the why and the who, we could make creative decisions that embraced the brand’s Mediterranean summer soul. The new Biscuit Bronze brand is a youthful, fresh, and fun celebration of the ethnicities and cultures associated with olive skin tones.