INSHI – A new take on nail care
The Task
Our client came to us with a clear objective: to create an unconventional nail space that radically stands out from salons with bland visuals and basic service. The brand aspires to become something greater, offering clients an elevated experience — from luxury-grade instrument sterilization to an in-house coffee shop featuring a signature menu.
Concept & Naming
They are different ( INSHI» in Ukrainian), which formed the cornerstone of the brand name. The name reflects the space's core philosophy — «delivering more than others expect». It carries an inherent edge capable of uniting a loyal community around the brand. We made a bold statement by turning the letter «i» in the logo into an exclamation mark (INSH!), while the descriptor «Nail Space & Beyond» reveals the brand's expansive offerings.
Why INSHI?
- Luxury-Grade Safety: A medical-grade autoclave ensuring 100% instrument sterilization
- Innovative Materials: Over 300 shades of smart gel polishes formulated with fast-molecule technology in matte and glossy finishes (giving 600 potential coating combinations)
- Health-Conscious: A professional ventilation system designed for the ultimate comfort of allergy sufferers
- SPA Protocol: Tailored skincare included with every single service
- In-House Coffee Shop: Specialty coffee, signature beverages, and curated desserts
Identity as an Accent: Clean Forms for Self-Expression
The brand's primary manifesto: «You can be different and always remain yourself» . A subtle nude today, a bold red tomorrow, and striking metallic accents the day after.
Transparency Concept: Nothing to Hide
For print collateral, packaging, and branded merchandise, we chose clear plastic and translucent paper featuring minimalist graphics.
Brand Manifestos
For social media, we crafted a series of stylized manifestos that articulate the brand's core values — freedom of self-expression, uncompromising comfort, and intentional self-care.
