Wretched Nails

Nail Art Subscription Box

CREATIVE BRIEF

Role:

Branding & packaging

Target Demographic:

early/late teens, age 13-21

Objectives:

Branding & Logo

Packaging

Interactive AR

Kit Boxes & Online Spellbooks

: Nail Spells for
the Young and Wretched

Wretched Nail is a nail polish subscription box themed around the occult, supernatural, & other oddities. The first subscription contains the tools and materials needed to start a healthy and fun nail care routine. An interactive AR experience adds informative videos and a way to share photos with a community of nail art fiends.

mood board

Word Association:

eerie
Dark
Spooky
Unnatural Mystical
Youthful
Playful
Silly
Pop
Celestial
Stars
Moons
Rings
Spellbook
familiar
illustration
stamp-like
Grain
rough
texture
flat shapes

Typeface selections:

Logo sketches

& Iterations

Icons

borders

LOGO

The bubbly-chonky typeface has a youthful and modern funky flare. The organic form feels uniquely friendly and approachable.

Wretched Nails logo depicts a familiar in the shape of a bat named “Echo”. Echo sleeps during the day, but when the background is dark they open their eyes to help poor souls with their nails.

Packaging

Starter Pack Subscription Box

The starter pack includes:
1. Sticker of logo
2. Cuticle pusher
3. Nail file
4. Brush

5. Fingernail clipper
6. Nail nippers
7. Two nail polishes
(villains & Poison Apple)

8. QR Code takes the user to the Wretched Nail app. Users can “cast a spell” to find their familiar and access more info about nail care and nail art.

Interactive AR

From Packaging to Phone

Connect to the Wretched Nails app using the QR code on the packaging box. Learn more about how to use the nail tools with instructional videos on tricks and tips to keep your nail looking healthy and mystical. Take photos using the filters on the app and post them to the photo gallery or visit their store.

Splash Screen: Animation sequence

typography

Heading/Title

The unique crossbars and geometric serifs on this typeface give the letterforms a pictorial quality similar to symbolic letters in A spellbook.

BODY TEXT

A normal san serif typeface that is easy to read and contrast with the distinctive typeface of Epitaph.

Icons iterations

settings

store

spellbook

gallery

Final App Icons

avatar/ familiar

HEX #

b3ff45

RGB

179,255,69

CMYK

32,0,99,0

HEX #

2effa9

RGB

46,255,169

CMYK

55,0,56,0

HEX #

b600e7

RGB

182,0,231

CMYK

49,84,0,0

HEX #

ec008c

RGB

179,255,69

CMYK

1,99,1,0

HEX #

ffa126

RGB

255,161,38

CMYK

0,43,94,0

color palette

main icons

menu/home

Spellbook

Gallery

Store

Settings

Function

Main Interaction

The Goal of the AR app is to teach users safe and healthy routines for nail care and nail art.

1. First allow the app to have access to the camera phone. Hover the camera over the packaging box and wait for the tools in the package to glow.

2. Tap a tool to learn the name, how to use it, tips/tricks and how to clean/maintain the tool. Videos can be rewatched and accessed at a later time.

Filters and Photos

The “gallery” icon allows users to take photos or videos of their nail art with fun static or animated filters.

1. Press and hold the “menu” button and select the “gallery” icon.

2. Swipe through the different filters and tap to select the filter.

3. Take a photo with the middle button. Share these photos on our forums or post them on other social media platforms.

Personalize Interface

“Echo,” the familiar, can shapeshift into different forms.Users can change the shape of their familiar by:

1. pressing and holding the “menu” button and tapping the “setting” icon.

2. Under “setting,” click the “familiar” tab.

3. Select your familiar’s new form and aura color. After the selection, the user will automatically be sent to the home page with the changes in place. The original color on the home page and icons will be switched out to the user’s preference color.