Tutti

Case Study 03
Tutti

Participants
  • Creative Direction Jong Woo Si & Dakyung Lee
  • Product Design Jong Woo Si & Dakyung Lee
  • 3D Rendering Andrew Lim

Project Overview

From brand identity to product design, Jd&co. has created a mesmerizing visual language that reflects the one-of-a-kind “mani-pedi” experience you can expect from Tutti.


Services

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Tutti
Tutti
Logo Design

The Challenge

Tutti Spa and Nails is a pioneer in the luxury “mani-pedi” space. They asked us to refocus their brand and help them penetrate the premium market segment, primarily through their national expansion in the largest premier shopping destination, Simon Malls.

We were also asked to design a new nail polish bottle that reflects the one-of-a-kind, luxury service one can expect at a Tutti salon. We faced several manufacturing and business constraints during this process.

Tutti
Tutti Store Front Signage
Tutti
Business Card Design
  • Jd&co. is a consummate design studio. Under their creative direction, we made our brand work harder than ever for our business. It's every Marketing Director's dream to find a partner like Jd&co.
Tutti
Brochure Design
Tutti
Nail Polish Bottle Design
Tutti
Nail Polish Bottle Design

The Solution

Jd&co. Design created a brand identity that communicates the luxury and trustworthiness associated with Tutti. The new brand creative celebrates the Italian heritage of the word Tutti in it’s visual language, and embodies its timeless glamor.

To create a meaningful and eye-catching product, we went through countless design ideas and sketches of nail polish bottles. Eventually, we landed on a design that felt like a beautiful piece of jewelry—an object that is at once luxurious and ergonomic.

Tutti
Nail Polish Packaging Design
Tutti
Nail Polish Packaging Design

The Results

Our work has had huge turn-arounds for Tutti’s brand image, as well as their long-term business expansion.

The brand refresh has allowed Tutti a greater sense of belonging in the luxury mall environment. It has given the brand the edge it needs to both stand out and fit in with other household names in luxury retail (e.g., Prada, Hermes).

As a result, Tutti was able to more fully penetrate the high-income market segment in the mani-pedi space. There were store expansions nationwide, particularly in the East Coast.

Moreover, our custom-made nail polish bottles attracted attention wherever they were displayed in-store, lifting sales meaningfully and further reinforcing the brand’s upscale image.


Our Role

  • Brand Identity
  • Brand Strategy
  • Collateral
  • Product Design
  • Product Packaging


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