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Brand strategy & identity case
Chilpil
KERBER
Портфолио
Контакты
EN
BRIEF
Develop a brand platform, strategy and identity for a nail service tool manufacturing company. The brand should replace the market leader who left Russia, but it is important to find its own unique style and identity, to be modern and stylish
RESEARCH
We concluded that there is a complex in the nail service industry: because of social stereotypes manicure specialists are hardly trying to prove their professionalism. This leads to workaholism, striving for an unattainable "ideal" service and ignoring their own needs. Brands in this category only make it worse, talking about perfection and adding the prefixes "Expert", "Pro" and "Professional"
STRATEGY
We realized that the market needs a brand that will prioritize professionalists' needs, make their lives easier and not only help to provide professional service. This is how the strategy and creative concept of the ЧИЛПИЛ brand appeared. We also developed a friendly tone and unique brand character, determined emotional benefits and came up with communication features
Brand purpose
Make client reception comfortable for manicure specialists
Brand role
A cheerful and self-confident friend, giving her confidence and optimism
Positioning
Professional tool
for the manicure specialists’ comfort
for the manicure specialists’ comfort
Develop a brand platform, strategy and identity for a nail service tool manufacturing company. The brand should replace the market leader who left Russia, but it is important to find its own unique style and identity, to be modern and stylish
We concluded that there is a complex in the nail service industry: because of social stereotypes manicure specialists are hardly trying to prove their professionalism. This leads to workaholism, striving for an unattainable "ideal" service and ignoring their own needs. Brands in this category only make it worse, talking about perfection and adding the prefixes "Expert", "Pro" and "Professional"
Develop a brand platform, strategy
and identity for a nail service tool manufacturing company. The brand should replace the market leader who left Russia,
but it is important to find its own unique style and identity, to be modern and stylish
and identity for a nail service tool manufacturing company. The brand should replace the market leader who left Russia,
but it is important to find its own unique style and identity, to be modern and stylish
We concluded that there is a complex
in the nail service industry: because of social stereotypes manicure specialists are hardly trying to prove their professionalism. This leads to workaholism, striving for an unattainable "ideal" service and ignoring their own needs. Brands in this category only make it worse, talking about perfection and adding
the prefixes "Expert", "Pro" and "Professional"
in the nail service industry: because of social stereotypes manicure specialists are hardly trying to prove their professionalism. This leads to workaholism, striving for an unattainable "ideal" service and ignoring their own needs. Brands in this category only make it worse, talking about perfection and adding
the prefixes "Expert", "Pro" and "Professional"
We realized that the market needs a brand
that will prioritize professionalists' needs,
make their lives easier and not only help
to provide professional service. This is how
the strategy and creative concept
of the ЧИЛПИЛ brand appeared.
We also developed a friendly tone
and unique brand character, determined emotional benefits and came up
with communication features
that will prioritize professionalists' needs,
make their lives easier and not only help
to provide professional service. This is how
the strategy and creative concept
of the ЧИЛПИЛ brand appeared.
We also developed a friendly tone
and unique brand character, determined emotional benefits and came up
with communication features
CREATIVE
We created a bright and well-remembered brand name, fitting in it everything
that the strategy led to. The phonosemantics of naming lays down the necessary associations - positive, simplicity, friendly tone
that the strategy led to. The phonosemantics of naming lays down the necessary associations - positive, simplicity, friendly tone
BRAND SLOGAN
To translate the meanings of the brand platform, we came up with a concise tagline, in which we used threefold interpretation. It’s important to know that in russian
they call manicure specialists as "masters"
they call manicure specialists as "masters"
ЧИЛ in russian sounds and means the same as "chill".
This is how we lay down a positive two-way experience
of using "chill" for both: the specialist and the client
This is how we lay down a positive two-way experience
of using "chill" for both: the specialist and the client
NAMING
Чилпил
We created a bright and well-remembered brand name,
fitting in it everything that the strategy led to. The phonosemantics
of naming lays down the necessary associations - positive, simplicity, friendly tone
fitting in it everything that the strategy led to. The phonosemantics
of naming lays down the necessary associations - positive, simplicity, friendly tone
ПИЛ in Russian sounds like "pill" and the root
of the word is "saw" (nails). The whole name sounds like "chillpill", but doesn’t refer to pills. So we put
a niche term in the title to reflect the benchmark
of the category - professionalism
of the word is "saw" (nails). The whole name sounds like "chillpill", but doesn’t refer to pills. So we put
a niche term in the title to reflect the benchmark
of the category - professionalism
ЧИЛ in russian sounds and means
the same as "chill". This is how we lay down a positive two-way experience of using "chill" for both: the specialist
and the client
the same as "chill". This is how we lay down a positive two-way experience of using "chill" for both: the specialist
and the client
ПРОСТО ДЛЯ МАСТЕРА
adding simplicity
to the specialists’ lifes
to the specialists’ lifes
personalized
appeal
appeal
usage
simplicity
simplicity
To translate the meanings of the brand platform, we came up with a concise tagline, in which we used threefold interpretation.
It’s important to know that in russian
they call manicure specialists as "masters"
It’s important to know that in russian
they call manicure specialists as "masters"
We created a bright and well-remembered brand name, fitting in it everything
that the strategy led to. The phonosemantics
of naming lays down the necessary associations - positive, simplicity, friendly tone
that the strategy led to. The phonosemantics
of naming lays down the necessary associations - positive, simplicity, friendly tone
*
* "ПРОСТО ДЛЯ МАСТЕРА" in russian reads as "just for the (nail) master"
and "easy for the (nail) master"
and "easy for the (nail) master"
ПИЛ in Russian sounds like "pill" and the root
of the word is "saw" (nails). The whole name sounds like "chillpill", but doesn’t refer to pills. So we put a niche term in the title to reflect the benchmark of the category - professionalism
of the word is "saw" (nails). The whole name sounds like "chillpill", but doesn’t refer to pills. So we put a niche term in the title to reflect the benchmark of the category - professionalism
ПИЛ in Russian sounds like "pill" and the root of the word is "saw" (nails). The whole name sounds like "chillpill", but doesn’t refer to pills. So we put
a niche term in the title to reflect
the benchmark of the category - professionalism
a niche term in the title to reflect
the benchmark of the category - professionalism
Strategy and naming set the vector of the ЧИЛПИЛ visual code — lightness, airiness and positive. We encoded these associations in a branded cloud, "soft" fonts and a pastel, but bright palette
IDENTITY
Strategy and naming set the vector
of the ЧИЛПИЛ visual code — lightness, airiness and positive. We encoded these associations in a branded cloud, "soft" fonts and a pastel, but bright palette
of the ЧИЛПИЛ visual code — lightness, airiness and positive. We encoded these associations in a branded cloud, "soft" fonts and a pastel, but bright palette
LOGOTYPE
The ЧИЛПИЛ logo looks good and doesn’t lose its individuality in any color scheme.
Doesn’t matter where to use the logo — you will definitely recognize it on the counter or online
Doesn’t matter where to use the logo — you will definitely recognize it on the counter or online
The ЧИЛПИЛ logo looks good and doesn’t lose its individuality in any color scheme. Doesn’t matter where to use the logo — you will definitely recognize it on the counter or online
The ЧИЛПИЛ logo looks good and doesn’t lose its individuality in any color scheme. Doesn’t matter where to use the logo — you will definitely recognize it on the counter or online
Pattern
additional elements
The basic forms continue the idea of simplicity and convey the values of the brand. A professional specialist doesn’t need complex terms to clearly explain the methodology to the client. The same principle is in the identity of ЧИЛПИЛ — to reflect expertise, you need to be clear. And the four-pointed star as a reference to the popular emoji among the nail specialists
The basic forms continue the idea of simplicity and convey
the values of the brand. A professional specialist doesn’t need complex terms to clearly explain the methodology to the client. The same principle is in the identity of ЧИЛПИЛ — to reflect expertise, you need to be clear. And the four-pointed star
as a reference to the popular emoji among the nail specialists
the values of the brand. A professional specialist doesn’t need complex terms to clearly explain the methodology to the client. The same principle is in the identity of ЧИЛПИЛ — to reflect expertise, you need to be clear. And the four-pointed star
as a reference to the popular emoji among the nail specialists
The basic forms continue the idea of simplicity and convey the values of the brand. A professional specialist doesn’t need complex terms to clearly explain the methodology to the client. The same principle is in the identity of ЧИЛПИЛ — to reflect expertise, you need to be clear. And the four-pointed star as a reference to the popular emoji among the nail specialists
The basic forms continue the idea of simplicity and convey the values
of the brand. A professional specialist doesn’t need complex terms
to clearly explain the methodology to the client. The same principle
is in the identity of ЧИЛПИЛ — to reflect expertise, you need
to be clear. And the four-pointed star as a reference to the popular emoji among the nail specialists
of the brand. A professional specialist doesn’t need complex terms
to clearly explain the methodology to the client. The same principle
is in the identity of ЧИЛПИЛ — to reflect expertise, you need
to be clear. And the four-pointed star as a reference to the popular emoji among the nail specialists
font
Optional accent font
for short headings
for short headings
BLUE
CYMYK
35 18 0 0
HEX
#B0C6FF
RGB
176 198 239
PINK
CYMYK
0 40 20 0
HEX
#F5B2B6
RGB
245 178 182
lilac
CYMYK
33 33 0 0
HEX
#B7AFD7
RGB
183 175 215
Melon yellow
CYMYK
0 26 99 0
HEX
#FFC200
RGB
255 194 0
Color
BASE
The product is very different from its analogues in design and repeats the shape
of the logo on both sides
of the logo on both sides
PACKAGE
We created several packages and 2 products — a metal base and a 3D-box. The key business objective was the successful market launch of removable file tapes in a figure case. We needed to implement in a high quality and in a new way the product that the competitor has already done perfectly
Base tube
Our creative trick, which has already caused a furor among the first customers
The product is very different from its analogues in design and repeats the shape of the logo on both sides
We created several packages and 2 products — a metal base and a 3D-box. The key business objective was the successful market launch of removable file tapes in a figure case. We needed to implement in a high quality and in a new way the product that the competitor has already done perfectly
We created several packages and 2 products — a metal base and
a 3D-box. The key business objective was the successful market launch of removable file tapes in a figure case. We needed to implement in a high quality and in a new way the product that the competitor has already done perfectly
a 3D-box. The key business objective was the successful market launch of removable file tapes in a figure case. We needed to implement in a high quality and in a new way the product that the competitor has already done perfectly
The product is very different from its analogues in design and repeats
the shape of the logo on both sides
the shape of the logo on both sides
We created several packages and 2 products — a metal base and a 3D-box. The key business objective was the successful market launch of removable file tapes in a figure case. We needed to implement in a high quality and in a new way the product that the competitor has already done perfectly
One more trick
The anime-type muzzle on the packaging of removable files is designed to establish emotional contact and motivate for an additional purchase
3D-boxes
This is not just a package, but a necessary part of the product for convenient use. A tape with an abrasive is placed inside the box, and a special hole allows you to pull the right amount of them
Understandable design
The characteristics of the products
are reflected by the shades of the sky
in its different moods. And the basis
of the boxing form is … cloud,
of course!
are reflected by the shades of the sky
in its different moods. And the basis
of the boxing form is … cloud,
of course!
The most important thing is that
the box fits in the hand just perfectly and makes the working process easier
the box fits in the hand just perfectly and makes the working process easier
We took care of our customers by providing spare blocks that allow to save on consumables
There are holographic elements on each package. They create a unique image and vividly highlight the product offline
Holography
We took care of our customers
by providing spare blocks
that allow to save on consumables
by providing spare blocks
that allow to save on consumables
Wooden bases
We created a simple cardboard packaging, but added creativity with the help of cloud shape and a logo game with a perforation for hooks
All ЧИЛПИЛ products are combined with each other, and we highlight it on each package
Logo referring to the perforation
Holography
Cloud...
...on the cloud!
Branded gradient
Needed info
We created a simple cardboard packaging, but added creativity with the help of cloud shape and a logo game with a perforation for hooks
All ЧИЛПИЛ products are combined with each other, and we highlight it on each package
Logo referring
to the perforation
to the perforation
Mind the balance
Don’t exaggerate the brightness of the gradients, follow the rules for using the logo and additional elements
Dozens of hours of research and productive strategic work have made it possible
to create a bright brand that stands out strongly in the market, but at the same time
hits exactly into the audience’s heart.
to create a bright brand that stands out strongly in the market, but at the same time
hits exactly into the audience’s heart.
Result
Dozens of hours of research and productive strategic work
have made it possible to create a bright brand that stands
out strongly in the market, but at the same time hits exactly
into the audience’s heart.
have made it possible to create a bright brand that stands
out strongly in the market, but at the same time hits exactly
into the audience’s heart.
Dozens of hours of research and productive strategic work have made it possible to create a bright brand that stands out strongly in the market, but at the same time hits exactly into the audience’s heart.
Dozens of hours of research and productive strategic work have made it possible
to create a bright brand that stands out strongly in the market, but at the same time
hits exactly into the audience’s heart
to create a bright brand that stands out strongly in the market, but at the same time
hits exactly into the audience’s heart
The design implementation of ЧИЛПИЛ is the second part of the success. This
is a simple, but at the same time stylish and live identity that stands out on any shelf. The result exceeded the client’s expectations, because we were not only able to create a cool brand, but also received a sales boom from the start. And the numbers are only growing!
is a simple, but at the same time stylish and live identity that stands out on any shelf. The result exceeded the client’s expectations, because we were not only able to create a cool brand, but also received a sales boom from the start. And the numbers are only growing!
The design implementation of ЧИЛПИЛ is the second part of the success. This is a simple, but at the same time stylish and live identity that stands out on any shelf. The result exceeded the client’s expectations, because we were not only able to create a cool brand, but also received a sales boom from the start. And the numbers are only growing!
The design implementation of ЧИЛПИЛ is the second part of the success. This is a simple, but at the same time stylish and live identity that stands out on any shelf. The result exceeded the client’s expectations, because we were not only able to create a cool brand, but also received a sales boom from the start. And the numbers are only growing!
DMITRY OPALEV
Owner
Last year we planned to launch a company for the production of manicure tools. I believe in the story that cool marketing and branding is the engine of your future brand. Therefore, we started to seek cool specialists for this task.
The task didn’t even start with your team, but there was no person who would come up with a name.
I connected with some acquaintances and found KERBER. After the brief and the first stages of work,
I was so surprised by the immersion in the brand and the desire to launch the product that I finished working with the last team and started working only with you.
I connected with some acquaintances and found KERBER. After the brief and the first stages of work,
I was so surprised by the immersion in the brand and the desire to launch the product that I finished working with the last team and started working only with you.
And from that moment, the rocket rushed and now doesn’t plan to stop! The design team complements Luca’s creative and strategic work so that something incredible happens. You have done massive work,
it surprised the market as no one ever did such creativity and decisions in this area yet.
it surprised the market as no one ever did such creativity and decisions in this area yet.
And from that moment, the rocket rushed and now doesn’t plan to stop! The design team complements Luca’s creative and strategic work so that something incredible happens. You have done massive work, it surprised the market as no one ever did such creativity and decisions in this area yet.
The task didn’t even start with your team, but there was no person who would come up with a name. I connected with some acquaintances and found KERBER. After the brief and the first stages of work, I was so surprised by the immersion in the brand and
the desire to launch the product that I finished working with
the last team and started working only with you.
the desire to launch the product that I finished working with
the last team and started working only with you.
Last year we planned to launch a company
for the production of manicure tools. I believe in the story that cool marketing and branding is the engine of your future brand. Therefore, we started to seek cool specialists for this task.
for the production of manicure tools. I believe in the story that cool marketing and branding is the engine of your future brand. Therefore, we started to seek cool specialists for this task.
The task didn’t even start with your team, but there
was no person who would come up with a name.
I connected with some acquaintances and found KERBER. After the brief and the first stages of work,
I was so surprised by the immersion in the brand
and the desire to launch the product that I finished working with the last team and started working only with you.
was no person who would come up with a name.
I connected with some acquaintances and found KERBER. After the brief and the first stages of work,
I was so surprised by the immersion in the brand
and the desire to launch the product that I finished working with the last team and started working only with you.
And from that moment, the rocket rushed and now doesn’t plan
to stop! The design team complements Luca’s creative and strategic work so that something incredible happens. You have done massive work, it surprised the market as no one ever did such creativity and decisions in this area yet.
to stop! The design team complements Luca’s creative and strategic work so that something incredible happens. You have done massive work, it surprised the market as no one ever did such creativity and decisions in this area yet.
Last year we planned to launch a company for the production
of manicure tools. I believe in the story that cool marketing and branding is the engine of your future brand. Therefore, we started
to seek cool specialists for this task.
of manicure tools. I believe in the story that cool marketing and branding is the engine of your future brand. Therefore, we started
to seek cool specialists for this task.
And from that moment, the rocket rushed and now doesn’t plan to stop! The design team complements Luca’s creative and strategic work so that something incredible happens. You have done massive work, it surprised
the market as no one ever did such creativity
and decisions in this area yet.
the market as no one ever did such creativity
and decisions in this area yet.
The task didn’t even start with your team,
but there was no person who would come up with a name. I connected with some acquaintances and found KERBER.
After the brief and the first stages of work,
I was so surprised by the immersion
in the brand and the desire to launch
the product that I finished working
with the last team and started working
only with you.
but there was no person who would come up with a name. I connected with some acquaintances and found KERBER.
After the brief and the first stages of work,
I was so surprised by the immersion
in the brand and the desire to launch
the product that I finished working
with the last team and started working
only with you.
And from that moment, the rocket rushed and now doesn't plan to stop! The design team complements Luca's creative and strategic work so that something incredible happens. You have done massive work,
it surprised the market as no one ever did such creativity and decisions in this area yet.
it surprised the market as no one ever did such creativity and decisions in this area yet.
LukA Minulin
Creative Director & Strategist
Sergei Kerber
Art Direction
Sofia Gavrilova
Designer Senior
Tatiana Kusova
Designer Senior
Team
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NOT EVERYONE UNDERSTANDS THIS, BUT IF YOU AGREE, IT WILL BE MORE PLEASANT FOR US TO DEVELOP AN OUTSTANDING PROJECT FOR YOU. TEXT US AND WE WILL COME UP WITH A SOLUTION
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