BexBrands on 02/14/2020
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 pink background, black rule and wrap-around background image to build a brand block and allow for easy shop-ability. The strong all caps overlapped by the spontaneous script font expresses the Clutch Nails woman — confident, accessible & fun AF. The buyers for retailers are thrilled with the results of this brand refinement. They’ve placed orders and we’re excited to see how they perform on shelf!