A fresh brand repositioning that inspired a category original.

Consumer beauty insights gathered via ethnography research and a BEES brand equity study, Sterling’s Design Intelligence team helped lay out a new direction for this leading nail beauty brand.

Reorganizing a line that had grown to a multitude of feature-based sub-brands, the new approach appeals to a consumer’s need-states.

Recognizing a need for contemporary beauty cues, Sterling’s design team created a new identity, packaging design system, and brand guidelines to help bring to life the new positioning. The contemporary lines of the new logo, coupled with the refined new color palette and abstract light details create a sense of femininity, freshness and chic-ness that reflects well on this classic brand.

Our Work:
Consumer insights, brand positioning, packaging, identity, brand guidelines