Introduction
Creating the brand identity for Nails Inc. - the first
successful branded nail bar chain in the UK.
Challenge
When they first approached us, MT Carney and Thea Callan had
little more than a business proposition and US-style, quick-service
nail bars were still unheard of in the UK. They had ambitions to
open a branch in every major city in the country and asked us to
bring their concept to life visually, in a way that would attract
both investors and customers. The success of these new,
retail-style manicure outlets would depend on a visual brand
identity that could communicate with absolute clarity and
immediacy.
Solution
We recognised a pressing need to state the obvious but took care
to include a sense of speed, convenience and fun, as well as a high
degree of adaptability. Deliberately neutral to give product
colours maximum impact, our corporate branding communicates a fast,
informal and affordable nail care service at a glance. With
confidence and distinctive high-street stand-out, from shopfronts
and uniforms to packaging and corporate literature, the identity
impresses investors, whilst the witty, humorous side of the brand's
personality welcomes customers into a fully branded experience,
from nail files and coffee cups to gift sets and bags and even
branded postcards for take-home colour swatches. From three outlets
in 1999, Nails Inc. grew to become the most successful high street
nail bar brand in the world by 2005. We subsequently designed
branded product display stands for Boots and other beauty stores
and Nails Inc. still thrives in over 30 locations, including
concessions in major high-street chains such as Top Shop, Debenhams
and House of Fraser.