CASE STUDY

Self Glow by James Read

From pre-investment pitch decks to international product launches, we’ve shaped every brand, digital and retail touchpoint for Self Glow. What began as a creative collaboration has evolved into an ongoing partnership - helping the brand win 6+ awards and secure premium listings at leading beauty retailers.

Campaign portrait by Saltco featuring Self Glow’s ‘First Light’ serum resting on model’s shoulder
Creative direction by Saltco for Self Glow’s ‘First Light’ serum; product shown resting between two models’ backs shaped to resemble a sculptural landscape

The Industry

Beauty, Luxury, Skincare, Sunless Tanning

What We Did

  • Brand Strategy & Naming
  • Brand Identity System & Guidelines
  • Packaging Design (Box, Bottle & Compliance Copy)
  • Shopify Website Design & Build
  • SEO & CRO Optimisation
  • Campaign Creative Direction
  • Investor & Retailer Pitch Decks
  • 3D Product & Retail Visualisations
  • Retail POS & Pop-Ups

06

Awards Won

Winner of Best Brand Launch at the Marie Claire and Women & Home Beauty Awards 2024, plus the Consumer Choice Award for Best New Brand 2025.

07+

Retailers

Harvey Nichols, Selfridges, Liberty London, Space NK, Credo Beauty

The Challenge

When James Read approached us, he wasn’t launching just another tanning brand — he was redefining one. With a vision to evolve from a cult tanning name into a modern, multi-product brand, Self Glow needed everything built from the ground up: a new name, identity, packaging, digital experience, and investment-ready collateral. 

The challenge? To create something that felt as premium as the results the products deliver — and could win over investors, global retailers, and press alike.

The Solution

We’ve been involved from day one, acting as an extension of the founding team. From the early investor presentations — complete with 3D retail visualisations and pack renders — to the full rebrand from James Read Tan to Self Glow by James Read, we developed the brand’s core identity and built every asset needed to bring it to life.

This included naming, brand strategy, packaging copy, website content, custom Shopify build, and creative direction for seasonal campaigns. We also crafted investor and retailer materials that helped secure premium listings in the UK and internationally.

Every element was designed with long-term growth in mind — ensuring the brand could scale across product launches, retail partners, and global markets with consistency and confidence.

Today, we continue to support Self Glow as it expands globally, with a brand system and digital foundation built to scale.

Campaign image by Saltco showing model mid-application of Self Glow ‘Dusk to Dawn’ overnight facial serum

Packaging That Performs on Every Shelf

We designed and developed every physical expression of the brand — from the outer boxes and cartons to bottle labelling, finishes, and compliance copywriting. Every dieline, font choice and detail was considered to deliver a packaging system that felt effortlessly premium and easy to roll out across multiple products. Now live across more than 10 SKUs, the packaging holds its own on shelves from Harvey Nichols to Boots.
Full unfolded dieline design for Self Glow by James Read ‘Golden Nights’ tan drops, created by Saltco
Rendered carton packaging for Self Glow by James Read ‘Sunblush’ rose tan mist, designed by Saltco
Full Self Glow by James Read brand identity including logo, sun mark, gold arch landscape motif, and tagline ‘Skincare That Glows’ – created by Saltco
Packaging design for Self Glow’s full product range captured in soft natural light; creative direction and layout by Saltco
Premium packaging design and creative product shot by Saltco for Self Glow’s ‘Dusk to Dawn’ overnight tan facial, featuring bottle and carton in sculpted shadows

Shopify Design Built for Beauty and Growth

Our digital team designed and built the Self Glow site on Shopify — creating a seamless blend of storytelling and conversion. Post-launch, we ran a full SEO and CRO audit to optimise structure, refine content, and support their long-term growth strategy. With new markets and retail partners coming online, the site now serves as a core sales and education platform.

Creative Direction Across Every Launch

From Self Glow Summer to targeted spring campaigns and new product reveals, we’ve led the creative direction behind Self Glow’s marketing moments – shaping everything from video concepts to social-first visuals. With each campaign, we ensure consistency across retail, digital, and press, helping the brand show up with confidence in every market.

Campaign portrait directed by Saltco for Self Glow, featuring four models holding the ‘Dusk to Dawn’ overnight tan facial
Saltco-directed beauty shot showing Self Glow brush applied to model’s cheek during product use
First Light serum bottle from Self Glow by James Read held in hand against dramatic light and shadow backdrop, art directed by Saltco
Premium packaging design by Saltco for Self Glow’s ‘Break of Dawn’ mask, shown standing on a rock with a warm bronze backdrop
Creative campaign product image by Saltco for Self Glow’s ‘Sunblush’ tan mist, shown with suspended water droplets to highlight hydration
Self Glow by James Read ‘Sunbright’ carton held by model smiling into camera, created as part of Saltco campaign shoot
Self Glow by James Read ‘Golden Nights’ sleep tan drops bottle on a model’s back to create abstract skin texture background, art directed by Saltco