Seppia
Task
Brand identity and strategy for a beauty school & retail brand.
Seppia is a retail brand and a beauty school, member of the CNI international corporation, a leader in the Russian and European nail industry.
The consumer of Seppia is mainly smart young women who want to look stylish and always be ahead of the trends. They are also technically savvy and their browsing behaviour indicates that they enjoy viewing brand content as much as purchasing products.
Like all of our projects, our goal from the start was to identify opportunities we could leverage to better express the positioning. To do this, we set ourselves up as an extension of their team and conducted research and working sessions to define key considerations. We designed a brand and packaging system for the first release of Seppia products.
Initially the company did not have a visualized logo – they only used typography. So, our task was to create a unique logo that the company could use on all products and both website and social media channels.
The “S” monogram for the name Seppia features two fingernails coming from opposite directions, both enclosing the letter “S”, conveying the brand’s style and playfulness.
Accompanying the new symbol, we developed brand elements including an icon set, typefaces and colour palette. In addition, we established a photographic style for the brand and products, as well as defining a new tone of voice through strategic copywriting.
Working closely with the product and content team at Seppia, we re-thought the site architecture and user experience with the consumer in mind. Based on our understanding of audience desires and the objectives of the brand, we defined a strategy for the e-commerce website that would turn the site into a digital destination that seamlessly integrates content and commerce.
The new fully responsive online store offers customers a seamless shopping experience, including the option to explore the collection by selecting their preferred colour and style of nail.
