essie had a bold new vision to be best, most iconic color brand in beauty. The brand is built on the beliefs that color is our obsession, color is confidence and self-expression, and color is a luxury. With that, we created their new tagline and branding, “Obsess With Us.”

This new tagline and brand positioning let the consumer know that we are just as obsessed with color as you are. Essie is the number 1 leading nail polish brand in the market and continues to push the limits with color.

The brand wanted to elevate their print design, capture the extensive range of nail polish colors and reinvent themselves in the beauty industry. Through clean layouts, new logos, updated typography, new photography treatments and video animations, my team and I rebranded essie in a really fresh, fun way that celebrated their range of colors.

Through whimsical copy and strategic thinking, we wanted to visually convey the world of color that essie created. As the pioneers in nail polish, essie colors are so unique and nuanced, as if each one was handmade for you.