Mumbai, India
Nail Lounge launched in 2009 with a swanky nail salon in the middle of a bustling tinsel suburb of Mumbai, Bandra. Playing high on the first movers advantage, in a matter of a few years, they turned educators with Nail Lounge Academy. They also started a distribution and retail arm called Nails and More and a franchisee program opening up salons across India partnering with the Nail Lounge brand.
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CHALLENGE
Unorganized growth pattern had led it to introduce multiple sub-brands i.e. Nail Lounge (Salons), Nail Lounge Academy (Academy), Nails and More (products distribution and retailing). Each entity was acting as an independent brand with no connect or correlation with each other. A different look, uneven functions and credibility wasn’t really helping NL as a brand to spearhead as per projections.
This disconnect was also making it difficult to cross sell or upsell products and services to clients. Nail Lounge was struggling to build a distinctive brand identity in the market although they had the advantage of being the primary players in their retail trade as well as trusted and result driven educators.
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SOLUTION
Having been their advertising and marketing agency for a long time, we needed to understand the SWOT and direct strategy that helped NL pin down this issue. We proposed Nail Lounge to consolidate all 3 core entities into one umbrella brand without losing its current market position or making serious change. Our main focus here was to create a uniform brand identity, chalkout brand strategy which connected every stake holder and entity with each other for seamless business transaction and functionality.
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VMC MADE NLA LOOK& FEEL BEAUTIFUL
VMC consolidated all the sub brands in the same length and breath. We created the brand architecture around NLA (Nail Lounge Academy) which was the most popular and etched out assets amongst all of them. VMC deliberately tweaked the acronym NLA to Nail Lash Artistry which now encompasses Nails and Lashes, two main offerings in NLA. The new Brand Identity design was intentionally redesigned to show NLA as bold, beautiful and in your face, with a subtle touch of lashes to complete the story.
VMC worked with the stakeholders to understand key asset requirements to give this decade old brand an image makeover. We helped them rebuild their visualization by reinventing their assets such as brand logo, corporate identity, online marketing plan, fully integrated website, robust social media tools and assets, thus creating a holistic roadmap for the brand.
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RESULT
VMC is currently the creative agency for NLA servicing its end to end requirements in offline, online assets and mapping strategies that help them identify growth areas and emerging business opportunities. Our online and offline campaigns are a far cry from the knee-jerk creatives that were done earlier to premeditated campaigns that now focus on performance marketing and gaining traction to make them leverage maximum vantage point from their existing as well potential target groups.
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Learn more about the brand at www.nlaindia.com
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