---
title: Toast
date: 2026-02-10T19:49:00+10:30
author: Simple
canonical_url: "https://www.simple.com.au/work/toast"
section: Case Studies
---
- Toast
 
- Branding
- Advertising
- Digital
- Production
- Digital Marketing
 
- Graphic Design
- Strategy
- Packaging
- 3D & Motion Design
 
 

 

 

  

 

 

 

 

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Australians are desperate for a tan. They’ll do whatever it takes to get one.

To stop Aussies baking in the sun or a bed for hours, the team behind Toast brought to market an ultra-fast tanning mousse that delivers superior results in less wear time.

We built a brand that breaks rules, is packed with personality and asks the audience to Toast, not roast — and cheat on their tan today.

 

 

  ## The hottest tan not under the sun.

 

 

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The Australian fake tan market has long seen the same tropes, styles and concepts all targeting a female-only audience. With toast, we intentionally left that behind. We leant into the idea of being able to achieve the super-natural tan of your dreams, using characters like a tan-longing vampire and a water-drenched merman cheekily paired with ‘the tan of your dreams’ language.

 

  

 

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 ## A tan mousse oozing in nostalgia, not nasties.

 

 

  

 

 

 

 

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With a logo that’s equal parts toast and tanning mitt, a palette nostalgic to Baywatch and punchy wordplay, we were able to craft an inclusive, irreverent and culturally-relevant challenger brand that’s made an impact.

 

  

 

 ## Get the super-natural tan of your dreams.

 

 

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