Nails Our Way

STRATEGY
NAMING
IDENTITY
PACKAGING
SOCIAL MEDIA

Reliance Retail's Tira Beauty approached us to build their first private-label brand with a focus on nail care and accessories. We worked with Bhakti Modi and her team to envision a brand for a young, conscious audience looking to upgrade their vanity with brands that speak to them and that they can resonate with.

Previously called "Nail Trends," we worked on rebranding the range entirely and proposed a new positioning, name, and brand identity that’s a true delight for Gen-Z audiences who love personalization, glamour, and fashion.

BRAND NAMING

There are so many way in which we can express ourselves through our nails. There’s no rule book, no standards, and no limits, just our nails done the ways we want them to be. The name ‘Nails Our Way’ is a celebration of this expression.

It is a world that helps each one of us feel seen, inspired and connected through our love for nail beauty.

BRAND IDENITITY

Taking inspiration from drippy nail polish forms, we designed a fluid form for the mnemonic. It is a representation of the sensorial, texturally-rich world of shiny, metallic, matte and chromatic nail colours. 

We designed the wordmark to be simple, yet bold - to compliment the fluidity of the mnemonic with the characteristic letterforms.

FINDING THE RIGHT SHAPE

Our process began with looking for the right shape for the bottle - one that did justice to the wordmark and was unique to the brand. We tested several shapes for their ergonomy and distinctness and found one that nestled the word mark just right.

DESIGNING THE
NAILS OUR WAY BOTTLE

Given the limited real estate that nail colour bottles have, we created a design system that had icons, catchy variant names and experimented with multiple finishes for the caps.

This allowed for each range to be distinct yet be part of the larger brand. It also helped create visual impact for the brand in retail outlets.