Ahead of moving into their first two flagship spaces, Popsicle came to us for a full rebrand & repackaging to align with their bold, unapologetic new attitude to style, self & salon.
This Project Included:
A full rebrand and repackaging of original products, development of a new body care range, art direction for interiors & photography, and digital and physical rollout of various marketing materials.
More than just nails
Popsicle wanted to move away from the literal nail polish symbolism in their logo and instead embody the idea of “Free to be me”, celebrating showing up as your full self with confidence and pride. We developed a fully custom typographic mark inspired by the motion of liquid, with subtle droplet details integrated into the P, S, and C letterforms.
Paired with a bold new hero colour, fuchsia, the mark feels youthful and expressive, confidently owning every space in which it appears.
Body care done differently
Having worked with Popsicle on their nail range over the past several years, it was especially exciting to take on the end-to-end development of their body care range, marking their first move beyond nail-centric products. Staying true to the brand’s “free to be me” ethos, we created three signature ‘personalities’ for the new scents, developing distinct identities for each while integrating them into a more structured design system created for the full product portfolio.
The result is a highly cohesive yet individually expressive range. By harnessing moods and moments alongside clearly communicated USPs on pack, the range proved highly marketable and was very well received upon launch.
Cherry Blossom
Pretty. Gentle. Effortlessly feminine. Inspired by the feeling of looking up through the blossoms of a cherry tree into the crisp spring sky.
Sweet Crush
Bold. Flirty. Unforgettable. Inspired by red lip energy, main-character moments, juicy cherries, and sweet candy-heart vibes.
Star Gazer
Luminous. Confident. Magnetic. Inspired by the quiet elegance of the night sky, a touch of glamour, and slow sips of cocktails after dark.
