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Carolina Tan + Wellness
About the Business
Carolina Tan + Wellness, owned and operated by Keith and Emily Sigmon for the past 11 years in Statesville, NC, has built a strong presence in the community by providing tanning and wellness services that promote stronger, healthier, and more beautiful living through wellness.
Positioning
- Wellness-Focused: Shifted from traditional tanning salon imagery to a modern, wellness-centric brand, emphasizing strength, health, and beauty.
- Lifestyle-Oriented: Positioned as a year-round lifestyle brand, appealing to clients looking for more than just tanning services—offering wellness experiences for everyday living.
- Community Recognition: Retained the familiar Carolina Tan + Wellness name to leverage the established trust and recognition within the Statesville community while elevating the brand’s visual appeal.
Target Audience
- Working Moms and Professionals: Focused on providing accessible, on-the-go wellness services, appealing to busy individuals looking for health-conscious solutions that fit into their lifestyle.
- Younger, Health-Conscious Demographic: The inclusion of bright, modern design elements (like neon color styling) was intended to attract younger customers who value both style and substance in wellness brands.
Brand Identity Themes
- Strong. Healthy. Beautiful. The visual identity encapsulates the brand's motto and mission, positioning Carolina Tan + Wellness as a go-to destination for both wellness and beauty.
- Modern and Bold: The refreshed identity appeals to both existing and new customers by balancing tradition with a forward-thinking, energetic presentation.
Carolina Tan + Wellness
Color Palette
A calming yet bold combination of colors—Calm (Beige), Focus (Black), Natural (Grey), and Pure (White)—reflects wellness, strength, and approachability. An alternative, brighter color palette was developed for promotional materials aimed at younger audiences.
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