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Introducing Nailtopia

Exclusively Launched at ULTA

ABOUT

Inclusive - Developed with a group of multicultural 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 -ike 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 

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Service:

NEW PRODUCT DEVELOPMENT BRAND EXPERIENCE STRATEGY, MARKET RESEARCH, ART DIRECTIOM & DESIGN

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

 

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