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creative nail design
CLIENT:
Creative Nail Design, experts in
nail care, manufactures a product
line called Creative Spa.
FIRM:
Miriello Grafico
CREATIVE DIRECTOR:
Ron Miriello
DESIGNER:
Dennis Garcia
PHOTOGRAPHER:
Alberto Tolot
COPYWRITERS:
Andrea May and Melissa Osborne
ABOVE: Presented in a soft and
peaceful manner, the Spa
Manicure and Spa Pedicure
brochures communicate the
overall serenity of the spa
experience. Both brochures
can easily fit into the adjacent
pocket folder.
Experience the Serenity
Creative Nail Design was interested in re-launching
its Creative Spa product line for nail care to both
customers and trade personnel. “They had introduced
this product line a few years earlier and did not have
the level of success that they would have hoped,”
recalls creative director Ron Miriello. “So, they decided
to invest in repackaging and presenting it in a way
that focused on the overall spa experience rather
than so much on the products’ chemistry and makeup.”
Both the Spa Manicure and Spa Pedicure brochures
are designed in a highly visual and poetic fashion—
playing off the primary ingredients found in each
line. “For Spa Manicure, they wanted to include
elements and colors that would convey the smell,
feeling, and flavor of citrus. In the color scheme, we
used bright greens and oranges that are very
Graphic Design That Works
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08
reminiscent of spring,” adds designer Dennis Garcia.
“In the Spa Pedicure piece, the ingredients are much
coarser, like exfoliatives. They are more reminiscent of
things found at the beach.”
Prior to conceptualizing the two-part series, the
designer went to a salon to get into the mindset and
experience the products firsthand. “We were looking
to create serenity and inner peace,” shares Miriello.
“We felt the spa experience was about going inside
instead of just looking good on the outside.” They also
did extensive research, looking through various books
on meditation, Zen, and fashion, as well as going
online and investigating exclusive spas around the
world. The research enabled the design team to
pinpoint the type of photography that they wanted to
use. “The client was very particular about the models
having nails that were in the best shape, and a lot of
attention was given to the right age and image type. The
models had to be beautiful but not unapproachable,”
says Miriello. “We also created an entire library of
images that the client could use in catalogs, exhibits,
advertising, and online.”
What Works
Under the redesign and launch, the spa products were
now being presented in a highly visual and poetic
fashion—appealing more to the end user. By focusing
on the serenity and overall sensual experience of a
spa manicure and pedicure, the brochure series really
helped to position the brand in a more captivating
way. “The product line is doing extremely well relative
to a flat market, and they have been actually exceeding
their sales expectations,” notes Miriello.
ABOVE: Translucent vellum sheets
overlay soft, dreamlike imagery
with type that is poetic and
abstract. Each piece is printed in
five colors—process plus silver—on
Cougar opaque uncoated cover
stock 80-lb. throughout.
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