A reBRANDING CASE STUDY
Great branding starts with understanding the client, their story, and what sets them apart. Here’s how that shaped the direction of this rebrand.
At the heart of Callunas’ branding is her 0.3 technology - the kind of tanning that gives you the golden glow of a Mediterranean sun without the burn. That unique approach became the foundation for the brand’s identity. Every design choice was about balance: fresh but effortless, warm but refined.
We leaned into a tropical-inspired palette and simple, clean visuals to give the brand a distinctive personality. The goal wasn’t just to make it another tanning salon, it was to make Callunas feel like a destination, a little slice of coastal air you can step into, inviting, soothing, and memorable.
CALLUNAS
Callunas' original branding was developed several years ago, and while it had served its purpose at the time, it no longer reflected the quality, professionalism, or personality of the business today. The visual identity felt dated and lacked the distinctiveness needed to stand out in a saturated market. There was no clear sense of tone or story behind the brand - no visual or emotional hook to communicate what made Callunas different. Despite offering a premium service, the existing brand didn’t express that value.
The challenge was to create an identity that felt confident, elevated, and uniquely “Callunas”, something that would reflect their sun-drenched offering while giving the business a memorable, cohesive presence across all touchpoints.
THE CHALLENGE
We started by reviewing Callunas’ existing brand, exploring the current visual identity, print materials, and in-salon assets. While some elements held potential, the overall brand felt dated and lacked the personality needed to reflect the quality of service being offered. We carefully considered which parts to evolve and which to let go.
In speaking with the client, it became clear that her pride in using 0.3 bulbs was more than just a technical detail - it was a core. Digging into this technology, I learned that an 0.3 tanning session delivers the same effect as the mid-day Mediterranean summer sun, but with less risk of burning. That insight sparked a creative shift: instead of simply updating the visuals, we built a thematic foundation around it.
We used that concept ‘bringing the Mediterranean to you’ as the anchor for the rebrand. It informed the tone, colour palette, and mood of the identity, allowing us to retain the turquoise tone, but reframe it in a more intentional, elevated way. Alongside this, I studied the wider tanning and beauty industry, where the visual language often leaned into bronze tones or glam aesthetics. We consciously moved away from those conventions to ensure Callunas would stand out - soft, coastal, and confident in its difference.
DISCOVERY & RESEARCH
To kick off the creative direction, I developed a moodboard to visually explore the tone, texture, and atmosphere we wanted the brand to capture. This helped establish a clear foundation early on, drawing from Mediterranean landscapes, sun-faded tones, soft shadows, and a sense of calm, elevated warmth.
With bringing the Mediterranean to you as our guiding idea, the visual identity needed to feel sun-soaked, relaxed, and refined, a fresh contrast to the heavily glamorized or sterile aesthetics common in the tanning industry.
We built a color palette inspired by turquoise waters, sandy neutrals, and soft coastal blues - a calm, tropical mix that reflects the brand’s unique position. The existing sun motif was reimagined to feel more intentional and tied directly to Callunas’ core strength.
The brand strategy positioned Callunas as more than just a tanning salon, but as a go-to destination for safer, glowing skin. Every design choice, from typography to layout to print materials, reflects this: understated, sun-drenched, and confidently hers.
visual direction & brand strategy
Callunas logo was designed to feel bold, confident, and tropical, capturing the glow-driven energy of a tanning salon while still feeling fresh and modern. The wordmark is strong and smooth, with subtle curves and custom detailing to hint at movement and light.
The sunburst icon sits at the center of the brand story. Inspired by the salon’s signature 0.3 technology, which mimics the Mediterranean mid-day sun without the burn, it became a key visual element, instantly communicating warmth, radiance, and glow.
This logo was built to stand out: sharp enough to feel current, clean enough to work across digital and print, and distinct enough to carry Callunas name with impact.
LOGO DEVELOPMENT
With the brand identity in place, the next step was putting it to work. We designed business cards and flyers that feel intentional and on-brand with clean layouts, tropical tones, and a clear message.
The focus was on keeping things simple but striking. These pieces aren’t just nice to look at - they’re tools. Whether someone’s picking up a flyer or being handed a card, it should instantly communicate what Callunas is about: glow, confidence, and sun without the burn.
Everything ties back to the core idea ‘bringing the Mediterranean to you’ and gives Callunas a visual presence that feels fresh, current, and built to last.
Brand Extensions & print
Callunas rebrand was a transformative journey that elevated the salon's identity to reflect their premium services and unique offerings. The new visual language, characterised by a tropical palette and refined simplicity, positioned Callunas as a sun-drenched destination that invites, soothes, and stays memorable.
To bring the brand into the real world, we printed flyers and business cards, selecting a glossy finish for the flyers and a gold foil finish for the cards to make them memorable. Both have attracted attention and received compliments from customers since being introduced in-store.
Most importantly, the owner was thrilled! The rebrand not only strengthened customer recognition but also positioned Callunas for continued growth and expansion.
Thank you for reading!
