Tip & Toes Nail Salon: Rebrand

Project Overview

• Timeline: May-September 2024

• Client: Tip & Toes Nail Salon LLC

• My Role: Lead Designer

• Tools used: Adobe Illustrator, Canva

Rebrand Deliverables: Logo, Business Cards, Service Menu, Gift Certificates, and Promotional Material 

My goal was to help small businesses elevate their brand identity through thoughtful and strategic design, making professional branding more accessible to those who may not have the resources to invest in it.

Following a transfer of ownership, I was given the opportunity and full creative freedom to lead the rebranding of Tip & Toes Nail Salon to establish a more elevated, calming, clean, and professional identity.  The rebrand included a new logo, shop menu, business cards, and Facebook promotional materials, all designed to create a cohesive and refined customer experience. The visual direction focused on a serene aesthetic using green, orchids, and beige to evoke a sense of relaxation and sophistication.

Planning & Design Process

The rebranding process began with a strategic planning phase, where I first focused on defining the salon’s new identity. I quickly identified inconsistencies in the previous branding, including a lack of cohesion in color, typography, logo, and overall aesthetic.

To address this, my first step was to establish a cohesive color palette and key branding elements that would reflect the salon’s environment, evoking a sense of tranquility and professionalism. This foundation not only provided a clear direction for the rest of the design elements but also ensured that the rebrand was both cohesive and meaningful.

Color Palette & Branding Elements​​​​​​​​​​​​​​

The brand’s aesthetic was shaped by a carefully curated color palette of greens, beiges, and neutrals, symbolizing tranquility, nature, and elegance. I wanted to incorporate the usage of Orchids, known for their beauty and sophistication, were incorporated into the branding elements to enhance the salon’s luxurious and serene ambiance. 

These elements were consistently applied across all design materials to establish a more cohesive and recognizable visual identity.

Logo Redesign

The previous logo was revamped to reflect the salon’s new identity. I incorporated modern typography with a refined color palette of soft greens and neutrals to compliment and be utilized seemlessly on future designs.

After creating a base for the core visual identity, I extended these elements across all branding materials, carefully crafting each piece to maintain consistency and enhance the client experience.

Shop Menu

Since clients rely heavily on the shop menu for service information and pricing, I ensured that the ordering and grouping of information were clear and logically structured. Given this I wanted to design a clean, minimalist menu design was created to enhance readability and visual appeal.

By aligning with UX principles, I focused on improving the hierarchy of content, making it easy for clients to navigate and quickly find the services they need. the previous menu with an image placed behind it could have made it difficult for those with vision impairments to easily read. 

The redesign prioritizes clarity, accessibility, and aesthetic consistency, ensuring a seamless customer experience.

Business Cards

The business cards were redesigned to maintain consistency with the brand’s new look, utilizing the new logo, color scheme, and orchid motif seen thus far. I wanted to incorporating feature a sleek, professional design, to leave a memorable and lasting impression on new and retunring clients. 

The back of the business card also includes space for clients to note their upcoming appointments and assigned technicians, enhancing convenience and encouraging customer retention.

Gift Certificates

Gift certificates were also part of the rebrand, designed with the same aesthetic principles to align with the overall brand identity. The design includes a rip-off slip for the salon’s records, ensuring an efficient tracking system while maintaining the visual appeal. Additionally, the certificates feature a foldable layout that enhances both aesthetics and functionality. 

With the newly sophisticated design and usability, these gift certificates, perfectly fitting in an envelope, serve as a perfect gifting option for loved ones, friends, and family, reinforcing the salon’s commitment to quality and customer satisfaction.

Promotional Posts

To introduce the rebrand to existing and potential customers, I designed a series of Facebook promotional posts highlighting the refreshed logo, new service offerings, discounts, and the salon’s elevated branding. These posts emphasized the brand’s transformation and helped engage new and loyal clients with the new aesthetic.

Reflection

Personal Connection & Mission

Being Vietnamese American, I was raised around relatives who worked in nail salons. This project was deeply important to me because it allowed me to shape and elevate a brand while supporting a business owner in an industry I grew up around. I recognize how many nail salon owners, primarily immigrants, may not be able to afford professional graphic designers or prioritize branding as part of their business. Additionally, they may not be familiar with design software to execute a rebrand themselves. 

I had the privilege of working with Tip & Toes Nail Salon to help set them apart from other businesses in the area. This project was done pro bono, and I hope to continue working with other small businesses to bring their visions to life and support their growth.

Impact

• Created a cohesive and recognizable brand identity that aligns with the salon’s elevated vision.

• Enhanced the customer experience through refined visuals and clear communication of services.

• Strengthened the salon’s online presence with engaging promotional content.

• Expanded branding consistency through business cards and gift certificates, reinforcing the salon’s luxurious appeal.

• Improved client convenience with appointment-tracking space on business cards.

• Designed functional yet aesthetically pleasing gift certificates that enhance the gifting experience and streamline salon record-keeping.​​​​​​​

Conclusion

This project reinforced the power of thoughtful branding in shaping a business’s identity and customer experience. Through this process, I gained a deeper appreciation for the intersection of design and small business success. Seeing the salon owner embrace their new brand and hearing positive feedback from employees and customers reaffirmed the importance of making branding accessible to all businesses, regardless of budget constraints.

Additionally, working on this rebrand strengthened my belief in design as a tool for empowerment. Many immigrant-owned businesses may not see branding as a priority due to financial limitations, yet a well-executed visual identity can significantly impact customer perception and business growth. By taking on this project pro bono, I was able to support a business in elevating its presence while gaining valuable experience in executing a full-scale rebrand.

Moving forward, I hope to continue using my skills to help small businesses bring their visions to life. Whether through refining their digital presence, enhancing service visibility, or strengthening their brand’s appeal, I am committed to ensuring that businesses of all sizes can benefit from high-quality design and branding solutions.