Introducing Nailtopia

Exclusively Launched at ULTA

ABOUT

• Inclusive - Developed with a group of multi cultural women 18 to 64 from all types of backgrounds

• On-Trend – Professional Prestige quality formulations, wearable multicultural shades, disruptive and unique packaging

• Value Priced – Comparable to boutique, indie like specialty brands at mass-market prices

• Made Responsibly - “Leaping Bunny” accredited, cruelty free & No Harmful ingredients, plant botanicals, non petroleum based formulations

• Performance – Products that WORK, from global vendors who have proven their effectiveness

• Category Leading Margins

WHAT WE DID?

NEW PRODUCT DEVELOPMENT & BRAND EXPERIENCE STRATEGY

OBJECTIVE OF PROJECT:

Through exploring and designing a strong customer journey idea, create a unique and bespoke vision and original brand concept for Nailtopia's UX, packaging and display that will connect with it’s customers and will disrupt the category. The goal of this project was to communicate the new company vision concept and create prototype design assets that communicate a modernized, new company direction for Nailtopia.

1. CONDUCT DESIGN STRATEGY RESEARCH/DEVELOPMENT:

Perform Brand Positioning Strategy
Identify Target Customer’s “Dream Aesthetic and Culture”
Market/Competitor Research for Brand Discovery + Social Media Trends Research
Discover Market Patterns through Qualitative and Quantitative Data
Pinpoint Clear Disruptive “Whitespace” Opportunities for Category Design and Storytelling
2. DESIGN STORY-RICH IDENTITY:
Translate Positioning into Cohesive User Experience, Customer Journey and Transformational Creative Direction
Visually Communicate the New Brand Aesthetic Emotionally and Story-rich via Brand Textures, Symbols, Colors, Ideas, Places, Characters
Build Brand Paradigm by Creation of Moodboards that Illustrate Brand World and Brand Culture
3. DESIGN CONCEPTS PROTOTYPES FOR BOX AND RETAIL:
Design Flat Artwork Prototype Mock of Packaging Concept for Box Treatment
Flat Artwork Prototype of Retail Display Art Direction
Graphical Brand Identity Elements and brand marks included as part of brand identity design treatment