Client Overview
Perfectly Polished is a nail salon founded by sisters Polly and Pippa, who aimed to create an elevated self-care experience in their community. Their business model includes a unique nail membership program allowing clients to receive services twice monthly, demonstrating their commitment to building lasting client relationships
Brand Challenge
The founders needed a complete brand identity package that would:
- Reflect their bold, feminine, and empowering brand values
- Stand out in the competitive beauty services market
- Include practical applications like signage, menus, and lobby displays
- Create a cohesive visual system for their membership-based business model
Strategic Approach
The design solution centered on creating a distinctive visual identity that balanced sophistication with approachability. Key elements included:
Logo Development
The final logo design incorporates:
- A stylized "PP" monogram featuring elegant curves and swirls
- A nail polish bottle icon integrated naturally into the design
- A full logotype with decorative serifs and flowing letterforms
- Hot pink as the primary brand color, projecting femininity and confidence
Visual System
The brand identity includes:
- A modular design system allowing for flexible logo arrangements
- Consistent typography pairing elegant serif letterforms with clean layouts
- A checkerboard pattern element adding visual interest to marketing materials
Business Collateral
The implementation included:
- Professional service menus with clear pricing tiers
- Branded pins/buttons for staff and promotional use
- Marketing materials highlighting the membership model
- Cohesive stationery system
Results
The final brand identity successfully:
- Creates a memorable and distinctive presence in the beauty industry
- Communicates professionalism while maintaining approachability
- Provides flexible applications across various touchpoints
- Supports the business model through clear communication of services
- Establishes a foundation for future brand growth
The project demonstrates how thoughtful design can elevate a service-based business through consistent, strategic branding that resonates with the target audience while supporting practical business needs.
