Nailit: Beauty Industry Pioneer
Nailit, a pioneering nail tech brand in Nigeria, approached our branding agency with a vision to transform the nail care experience into a luxurious and innovative journey. They aimed to redefine the industry standard and position themselves as the go-to destination for indulgence and self-care in Nigeria.
Ottawa, Ontario, Canada
2006
E-commerce
$1.578 billion (2019)
5,000+
Challenge
Market Entry: Entering a competitive market with a unique value proposition required a compelling brand identity.
Luxury Positioning: Establishing Nailit as a luxury brand while catering to a diverse Nigerian audience demanded careful navigation.
Local Cultural Relevance: Balancing global luxury aesthetics with Nigerian cultural sensibilities was essential for broad appeal.
Results
Cultural Relevance: The brand successfully balanced global luxury aesthetics with Nigerian cultural sensibilities, resonating with a diverse audience.
Strong Customer Engagement: Nailit fostered strong emotional connections with customers who sought an indulgent self-care experience. Their loyal customer base grew rapidly.
Expansion: Nailit's brand positioning facilitated their expansion into additional beauty and wellness services, broadening their offering.
Business Growth: The brand's premium identity contributed to significant business growth and increased demand for their services.
35%
Improved onboarding process
25%
Increase in user retention
84%
Increase in time spent on website
Process
We conducted an in-depth brand strategy session with the Nailit team to understand their values and mission. The brand essence, "Nails Speak Louder" was coined to encapsulate their vision of turning everyday nail care into an extraordinary experience.
The color palette was selected to reflect luxury and sophistication. Deep purples and gold accents were chosen to convey elegance and opulence.
We designed a logo featuring an elegant, customized typeface with a stylized 'i.' The 'i' was embellished with a subtle star element to signify the brand's core focus. The overall design exuded simplicity and luxury.
Visual Design & Style Guide: We developed a rich visual language, including appealing color schemes, typography, and iconography, provoking core appealfor brand materials. We also created a style guide to maintain design consistency in future revisions if any.
“ Nailit cannot help but quickly distinguish itself as a luxury nail tech brand, the branding work simply sets a new standard for excellence that the business itself must surpass ”
Undisclosed (Board Secrecy)
Chair, BOT | Nailit
Conclusion
The StreamLine mobile banking app redesign successfully addressed the usability issues, resulting in a more intuitive and user-friendly experience. The improved UX/UI design led to increased user adoption, engagement, and satisfaction, demonstrating the value of a well-designed template for UX designers.