Tutti Spa

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.

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.

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.