Seizo
nail shop
It is difficult to rebuild from beauty and manicure salons if the business wants to enter the market on its own. Therefore, the owner of the future brand asked us for help.
Together we developed a comprehensive solution with a name, positioning, brand strategy and communication strategy, identity and even the design of unconventional uniforms for employees.
During our meeting, we found out that the customer wants to achieve optimization and automation in the operational part.
Therefore, the concept immediately required an innovative approach based on internal standards, carefully developed processes and, in fact, modern technology, which is not yet widespread in Ukraine. So we jumped at the chance and got fired up with this idea while searching for name.
It became an insight that mostly institutions that do manicures are salons, studios, bars (which do not always serve cocktails 🙂
This is how SEIZŌ appeared. It is translated from Japanese as “production”.
For positioning, we took the “shop” — the main production unit.
A brand is focused on continuous work so that everything runs like clockwork and every client receives the same high level of results – this follows the tradition of a great technological process.
Naming and positioning work “for growth” so that business owners do not limit their ambitious plans and can expand.
The design task was to depict the positioning, concept and technological approach of the brand. A combo of black, white, cold pink, gray and metallic set the mood for the design of the entire space.
When developing the logo, we used both Latin and Japanese spellings of the word to emphasize the futuristic nature.
Thanks to the adaptability of the logo, we added several patterns that will support the brand style in digital and offline (souvenirs, business documentation, posters, stickers, etc.).
Shirts for craftsmen, hoodies for staff and even badges – everything reflects the brand.
social
networks
For the audience to see and remember SEIZŌ, it was necessary to move away from the general expectations of a nail salon account.
We relied on the fact that nails also need a setting, a story. Because the consumer’s interaction with them does not end after saying goodbye to the master.
We know for 100,000% that after a manicure, girls look at their nails for several days (or even all the time until the next appointment). In the subway, over a cup of coffee, while quickly typing messages or just being bored. So why not add this life, these real — sometimes not entirely expected — scenes directly into brand communication?
When you leave the SEIZŌ nail shop, don’t forget to take a bold photo. And in general, be bolder, like our customers. Because it’s time to change!
Project manager — Serhii Maksiutenko
Brand strategist — Lera Tykhomyrova
Art director — Inna Mykhalska
Photographer — Vitalii Khlebov
Photo producer — Viktoria Khlebova
