Empress Touch

Empress Touch Nails + Beauty

Private Nail Technician

Project: Logo & Brand Strategy

About the Brand

A private nail artist offering specialized nail enhancements focused on creating a luxurious, personalized experience for a deluxe clientele.

The Vision:

A talented service provider was interested in rebranding to offer a more elevated, curated experience for her clients. After creating her previous identity and discussing her desire to craft a more “grown-up” look, we focused on shifting the narrative from a standard service to a personalized self-care experience. The artist mentioned she may want to offer more beauty services as her salon grew, so I ensured her identity was versatile enough to encompass a full range of self-care rituals. Her comprehensive brand strategy ensures that not only her deluxe services take center stage, but her personality and unique expertise shine through as well.

The Moodboard:

The moodboard was designed as a blueprint for an elevated client base, incorporating more of the artist’s personal and professional style than her previous identity allowed. We strayed away from the predictable blush pink tones of the woman-centered beauty industry, opting for other feminine details like opulent decor and lavish textures.

We intentionally shifted away from standard beauty visuals to define the artist as an exclusive destination that goes beyond a typical walk-in experience.

The Logo:

Following our brand strategy, I determined that a wordmark focused on clean typography was the strongest direction. We moved away from usual beauty tropes and centered the identity on a strong yet feminine font. Rather than relying on complex graphics, we agreed on letting the physical space and storytelling speak for the brand’s luxury.

Because the logo act as such a balanced, quiet anchor in her brand, we decided that an additional submark was not necessary. To ensure versatility, the only modification is the removal of the sub-line for small-scale applications, keeping the brand’s presence crisp and legible at any size.

As a service provider with a physical salon, it was vital that her branding felt consistent at every client touchpoint. This cohesive approach ensures that whether a client is looking at her Instagram or holding her card in their hand, they are experiencing the same high-end, curated story.