Brand Tone

Energetic, Confident, and Playful

Brand Values

• •Vibrant Self-Expression
• •Quality & Performance
• •Cruelty-Free & Conscious Formulation
• •Inclusivity
• •Joy & Fun

Best Practices

• •Create a Brand Voice Chart: Develop an internal document that clearly defines the brand's voice. Use a "We are... / We are not..." format. (e.g., "We are: Playful, Confident, Witty. We are not: Corporate, Vague, Serious.")
• •Focus on "You" and "Your": Center the copy around the customer. Instead of "Our polish is high-quality," try "Your new favorite polish is here to make your nails pop." This makes the message more personal and engaging.
• •Read Everything Aloud: Before publishing any copy, read it aloud. Does it sound like a real, enthusiastic person is speaking? If it sounds robotic, stiff, or boring, it needs to be revised to fit the energetic tone.
• •Give Products Personality: Naming shades creatively and writing descriptions that give them a persona will reinforce the brand’s playful and confident identity.
• •Be Consistent Across All Channels: The playful and confident tone used in an Instagram post must match the tone of customer service emails, website copy, and product packaging. This consistency builds a strong and memorable brand identity.

Social Perception

To build a positive perception of an energetic, confident, and playful brand that empowers vibrant self-expression through quality, cruelty-free, and inclusive products, bringing joy and fun.

Copy Examples

• •Your nails are bored. Let’s make them Awesome.
• •Warning: This level of awesome may stop traffic. Our 'Galaxy Quest' glitter is packed with enough sparkle to outshine your boring Tuesday. Ready to cause a scene? ✨ #AwesomeNails
• •Meet 'CEO of Everything.' This isn't just a red; it's a statement. A classic, unapologetic crimson that’s as bold as your biggest ideas. One coat gives you a pop of power, two coats makes it legendary. Long-lasting, chip-resistant, and 100% ready to run the world. Your world.
• •Life's too short for boring nails. Welcome to Awesome.
• •Tired of nail polish that chips before you’ve even finished your coffee? Yeah, we were too. That's why we made our polish ridiculously long-lasting and ridiculously awesome. Vegan, cruelty-free, and available in 50+ shades. Find your new favorite today!