The client came to us with a luxurious but attainable nail salon concept. They wanted their customers to feel like they were getting a special sort of treatment without letting the price scare them away. We decided to use word play to soften some of the rigidness associated with luxurious brands and felt that Base had multiple connotations in this context. It refers to the various coats involved in a manicure as well as a place where you feel at home. We kept the logo clean yet luxurious with a large amount of black to add some depth.
For the interior of the nail spa we opted for a semi-industrial loft style that is minimal with darker accents to keep the luxury aspect as well as add contrast. We included the word play concept in our design by placing a phrase on the floor at the entrance that reads, “you’ve touched base”. We felt that this would help promote brand awareness as encourage clients to take a picture with their pedicured toes and post it on their various social media platforms.
