Nail salons can often feel rushed and transactional, but Paint Box has set out to create something different – a space that feels like home, where every detail is considered and every client feels cared for. The challenge was that while the in-salon experience is warm and memorable, the brand itself wasn’t telling that story consistently across digital and physical touch points. The growing  brand was also looking to create a strong brand foundation that would support franchising in the future. 

We evolved the identity to match the feeling people already had when walking through the door: this is a place dedicated to helping me look and feel beautiful. The existing logo was retained, the colour palette was drawn directly from the tones and textures in the studio's physical space, and a set of graphic elements inspired by polish swipes and spills brought a tactile, human layer to layouts. The tone of voice was also honed to capture the spirit of connection and artistry that allows Paint Box to stand apart from their competitors.

These refinements extended into creating a set of consistent, practical tools including the website, social media templates and stationery. The result is a brand system that feels both sophisticated and personal, ready to grow across social, digital and in-salon experiences while always staying true to what makes Paint Box unique.