Two bottles of Elle Effect Tanning Mousse with a new packaging design by Smack Bang.

Elle Effect

An Australian beauty icon with a cult following.

  • PROJECT SCOPE:
  • Branding
  • Web Design
  • Packaging
  • LOCATION:
  • Sydney, Australia

Elle’s mission was to develop a safe, sunless tan that delivered the perfect golden glow. Smack Bang were tasked to develop a brand identity, packaging suite and ecommerce hub that would build the brand’s credibility and loyalty with it’s millennial market from the outset.

Echoing Elle’s approach to life, we created an identity to visually encapsulate her ‘less is more’ philosophy, reducing the branding down to an essential level whilst adding distinctly millennial injections of fun and quirk.

Two girls holding a bottle each of Elle Effect Tanning Mousse with a new packaging design by Smack Bang.
Elle Effect Tanning Mousse with a new packaging design by Smack Bang and a white flower standing upright on its stem.
A girl using the Elle Effect Tanning Mousse with a new packaging design by Smack Bang.
Three images containing 2 hands holding Elle Effect Tanning Mousse with new packaging design by Smack Bang, legs in the air and 2 girls using the mousse.
A girl using the Elle Effect Tanning Mousse on her shoulder with a new packaging design by Smack Bang.
A white flower standing upright on its stem and a bottle of Elle Effect Tanning Mousse with a new packaging design by Smack Bang balancing on a girls arm.

Since working with Elle on the launch of her brand, her full range of products have been picked up by retail powerhouse, Mecca.

The simple identity design mixes sleek typography and clean lines, combined with playfully illustrated stickers to inject fun and personality to the packaging and complete the customer experience. The stickers invite a level of interaction for the customer, allowing them to personalise their bottle. This device has proven to transcend social media feeds the world over and allowed Elle Effect to make its mark on the beauty stage.

Elle Effect Tanning Mousse with new packaging design by Smack Bang lying on sand.
Three images of Elle Effect Tanning Mousse with a new packaging design by Smack Bang being used.
Two girls standing with new Elle Effect branding by Smack Bang.

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