PRESSED ON: A STYLE GUIDE
OUR BRAND
Our Vision. With the changes brought about by COVID-19, we sought to help foster a new normal and emphasize the importance of self-care. Getting your nails done shouldn’t be a hassle or pose any health risks; thus, we’ve designed a way for you to pamper yourself from home. We also wanted to create a product that is easy for our customer to use yet still affordable. We are essentially a monthly nail subscription service that allows customers to choose three different sets of nails from various collections and artists as well as at different sizes and lengths for a consistent price.
Core Values. We aim to promote accessibility and convenience, and we hope to bring you quality products at an affordable price. Here at Pressed On., we are bringing the nail salon to you, and we want your nails to feel loved from start to finish. Pressed On. is the perfect solution for those looking to style their nails like a pro in the comfort of their own home.
Tone and Voice. Our web and unboxing experience are aimed at evoking a sense of luxury and fashion forward design. We promise to deliver the best products just for you as well as ensure your user experience is as mess free as possible.
founders’ vision | 3
HIGH
With this subscription box, we are competing against services like Ipsy and Etsy. Comparatively, Pressed On. is priced at $24.99-$32.99/month.
PRICE
Our subscription box is made for young women between the ages of 16-34 who primarily live in the US and make a middle to high income, which allows them to spend their discretionary income on personal items like nail care. These women enjoy expressing their style through their fashion, and yes, this includes nails! We promise to ease the lives of our customers with the addition of this monthly subscription box.
The Competition.
LOW
Our Market.
MASS
CUSTOMER SEGMENT
NICHE
target market | 4
The Launch. We plan to run a pop-up in a large metropolitan area like LA or NYC with local nails artists, who are featured on our website, present. The pop-up would also be launched during the fall season. At the event, individuals who sign up for the pop-up would be able to meet the nail artists as well as get their nails done by them. Free swag like t-shirts and free products would also be available. Lastly, those that sign up for a subscription at the event would get 10% off first three months.
pressed_on.
Promotion. We will feature our products on Instagram Reels. Our first reel will show a woman having an at home spa day. The video will feature the woman opening up her Pressed On. subscription box. It will showcase what is in the box and how everything is packaged. She will also be putting the nails on to show viewers how easy it is to incorporate this into one’s self-care routine! Our Instagram account will also feature posts that picture a user is putting on nails, and we will promote with our hashtag #skipthemess.
362 likes pressed_on. It’s nail day! #skipthemess
hashtag | 7
moodboard | 8
Picture of Sender Physique
Personality Accessibility, comfort, convenience, quality, affordability, fashion forward package
Relationship Guaranteed quality at an affordable price, mess free and fun experience
Culture Innovation, human connection, expertise, women leading women, uplifting, positive
Reflection Young women, between the ages of 16-34, who have enough discretionary income to spend on personal and self-care items like nail care.
Self-image “I enjoy expressing who I am through my fashion, style and nails. I want to do my nails like a pro in the comfort of my own home and without the mess.�
Internalization
Externalization
pattern
Picture of Receiver six facets of brand identity | 9
OUR LOGO
The Path. Throughout the design process, we knew we wanted to project minimal and modern aesthetics. Moreover, we wanted to find ways to hint at the action of “pressing on” nails in our logomark; thus, we settled on a simple logo that incorporated a “stacked” company name and bold period. In order to also convey modern yet elegant aesthetics, we chose to stick with mostly geometric or solid floral patterns. We also created another logomark that incorporated a minimalist hand.
preliminary sketches | 11
The Hand. The hand was created out of the desire to have a stand-alone icon for the Pressed On. brand. Because we wanted to pursue a more minimalist and geometric graphic language, we first used solid colors; however, we ran into the issue of potentially calling out a race, which was something we wanted to avoid. Moreover, there were issues with the shape of the hand and flower. These issues were solved by (1) changing the solid hand to an outline that matched the line weight of our text (2) shifting the angle of the flower and (3) reshaping the petals.
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hand iterations | 12
primary logo | 13
secondary logo | 14
Light colored logo on light background
Dark colored logo on dark background
Compressed logo
Stretched logo
Logo on pattern without color block
Colored logo on low contrast background
Logo with thickened letterforms
Logo with outlined letterforms
Logo and icon without tagline Logo in secondary typeface Overlapping logo and icon
Non-overlapping logo
Logo at less than 18 pt logo misusage | 15
TYPOGRAPHY
This is Walkway, our brand typeface. This elegant sans serif is the primary typeface of Pressed On. Its thin stroke weight projects simplicity and quality. The roundness of the letterforms also creates natural white space to increase legibility and adds to the minimal design.
Korolev is our functional font. This simple sans serif promotes legibility and supports Walkway as a secondary and primarily functional font.
type identity | 17
type treatment | 18
OUR COLORS
BRAND
PACKAGING
ACCENT
color palettes | 20
OUR VISUALS
web graphics | 22
Choose Your Nail Style Pressed On. Collection | Specialty Nails
website homepage | 23
The Box. When we first started sketching packaging shapes, we wanted to take a unique approach in order to set us apart from the typical subscription box and competition. Thus, we thought of using a hexagonal box to evoke a sense of luxury with its “gem” shape. However, during critiques, several issues were pointed out, namely the difficulty in shipping this kind of box. Given these limitations, we decided to take our initial design choices from that box—the color blocked pattern and floral pattern—and apply them to our updated packages.
packaging process | 24
subscription box | 25
nail boxes | 26
brochure | 27
packing tape | 28
Scalability. We recognized early on that our brand typeface, Walkway, would be difficult to scale down due to how thin its letterforms are. Thus, we chose to isolate our hand icon to create a separate “stamp� element. This icon will be printed on 1"x1" round stickers and used as a seal or given to customers as a small freebie. Moreover, it will be featured as our profile picture on numerous social media platforms. Lastly, it is our hope that this hand will eventually become synonymous with the Pressed On. brand.
stamp | 29
Courses
M308 | S352
Brand
Pressed On.
Marketing Team
Anna Jacobs Nicole Karlin Taegan Myers Jacklyn Simon
Design Team
Mireya Melero Heidi Peng