The main requirement for the brand was to create a modern, fun and full of creative details world, which would be able to contend with large nail art online stores through a high-quality look.

When I first met the owner, the store was just a dream, still, she was very clear about what she wanted, to provide easy to use affordable products that inspire exceptional nail designs. I’ve always admired women with flawless manicures but I must confess that I was clueless. I had to learn a lot about this community.

The customer
One of my findings was that the main customer is formed from teenagers to mature women. They use nail art to create their own identity, as a symbol of what a woman is and to make a statement. They are artistic, modern and very active in social media. Like fun fashion, loaded details and follow every nail art tutorial there is.