tags: Environments, Print

Contrary to popular belief, indulgence isn’t easy to sell. Creative Nail Design wanted to launch a premium spa product line, but initial tests showed that potential customers were more “meh” than “oooh.” Based on the intelligence and inner spirit of the spa customer, Miriello Grafico created a full visual, written, and emotional world that spoke to the benefits of relaxation and pampering. With an integrated brand expression for all of its communication pieces — including packaging, collateral, advertising, and an exhibit space — Creative Spa eased into a leading role in premium personal care.