Tutti Spa & Nails is a pioneer in the luxury “mani-pedi” market. As the brand prepared for national expansion into premium shopping destinations, particularly Simon Malls, it sought to refine its identity and strengthen its positioning in the luxury market.

The project also included designing a custom nail polish bottle that reflected Tutti’s distinctive salon experience while addressing manufacturing and business constraints.

JD&Co. developed a refined brand identity that communicates the luxury and trust associated with Tutti. Inspired by the Italian heritage of the name, the visual language combines timeless glamour with contemporary sophistication.

After exploring numerous concepts and sketches, we developed a jewelry-inspired nail polish bottle that balances sculptural elegance with ergonomic functionality.

Our work significantly improved Tutti’s brand image and supported its long-term business expansion.

The brand refresh helped Tutti establish a stronger presence in luxury shopping malls, allowing it to stand out while fitting naturally alongside established luxury retailers such as Prada and Hermès.

Tutti successfully expanded its reach into the premium manicure and pedicure market, with new locations opening primarily along the East Coast.

Our custom-designed nail polish bottles also attracted attention in-store, contributing to increased sales and further reinforcing the brand’s upscale image.

Working on a similar project? We’d love to hear about it. Let’s explore how we can work together. — CONTACT US