Chez Nails Branding

Marketing Designer

During my time at Lexor, the company wanted to create it’s own nail salon franchise. They already owned the largest market share of pedi-cure spa chairs in the industry so they wanted to expand into other verticals within the beauty industry. The main points of the brand that needed to be conveyed were

1. 1. High-end luxury
2. 2. Connection to nature and
3. 3. Clean & Sanitary experience.

Looking at a lot of the high-end luxury goods brands, we saw a lot of monograms combined with typography featuring heavy tracking (Louis Vuitton or Yves St. Laurent). With all that in mind, we landed on a gemstone mark that framed our monogram and combined it with the heavy tracking type, and as an added layer of uniqueness and subtlety, the lines within the gemstone frame are asymmetrical. Once those brand elements were established, I worked closely with the company’s industrial designer and an interior design contractor to build out the experience of a potential brick-and-mortar space and conceptualized different branded cosmetics.