Mamacita: A sleek, cruelty-free nail polish brand with an edge, that offers bold colors for the bold attitudes.

Overview: Mamacita is a cruelty-free and vegan nail polish brand for the bold and unique. It offers the contemporary nail polish consumer with the most custom curated colors and shades, paired with sleek and sexy packaging, opacity, and coverage. The brand seeks to promote authentic self-expression and creativity, while subverting mainstream standards of beauty. Mamacita targets an audience of rebels and free-thinkers, ages 17–29, who view beauty as a central outlet for their style.

Approach: The custom logotype is inspired by blackletter, with dramatic weights and sharp edges to replicate an edgy attitude one can express. The logo is applied in large sizes, giving sharp typographic texture to packaging and other touchpoints. The brand is sleek yet offers fun and bright colors that can enhance a simple nail design and your overall look. The brand voice is raw and empowering, with messaging that promotes inclusivity and creativity. Imagery spotlights women with diverse looks and attitudes, and doesn’t shy away from culture and sexuality.

The product packaging has a bold and differentiated look, created through the use of the metallics and radical type contrast. The packaging is set in Neue Machina, a clean and sophisticated typeface that holds similar weights and strokes as the logo. Product colors are loud and vibrant, with names that feature fun cultural references. Product photography is gritty with hard shadows and quirky props.

The e-commerce website is optimized for conversion and mobile first design. The neutral palette and clean typography contribute to a focus on product imagery and colors. The website funnels users toward online purchases, but also provides stocklists for brick and mortar shopping.