Clutch was originally designed in house and while it was a great start, it required a bit of refinement to help communicate that the nails are long-lasting and refine the personality of the brand.
We developed the line “They Stay. You Slay.” To help communicate the long-lasting aspect. We developed a color system with a consistent feminine pink background on front, black rule and wrap-around background image to build a brand block and allow for easy shop-ability. Each background image articulates the personality and color of each nail SKU. The strong all caps logotype overlapped by the spontaneous, care-free script font of the SKU name helps express the Clutch Nails woman — confident, accessible & fun AF!
The response from buyers and Target consumers has been overwhelmingly good!