Paintbox is a modern manicure studio in New York, offering classic manicures and nail art from seasonal collections, reinventing the nail salon experience with an editorial but approachable point of view. The visual identity was kept simple to let the nails shine. The logo was designed to work as a frame, hinting to the showcase aspect of nail art, but also doubling as a box, a nod to the name of the company.
The adaptive aspect of the identity was introduced to bring some quirk to an otherwise minimal identity: nail art, at its core, is all about playfulness. As the logo maintains the illusion of its square shape even when the words are distanced from one another, it left room for play across printed and digital implementations, fitting the logo to the surfaces it was applied on.
Client: Paintbox | Services: Visual Identity, Print Design, Website Design | Year: 2014—Present
Hand photography: Aileen Son | Campaign photography: Jamie Nelson