Crystal Claws
by Ritu
art direction . brand identity . photography . styling
Project Brief
Crystal Claws is a home-based nail salon aiming to reposition itself as a lifestyle-driven brand, inspired by art, individuality, and understated luxury. The client wanted a complete rebranding — from logo to visual storytelling — that would help them stand out in a saturated beauty space and appeal to modern, style-conscious clients.
the Challenge
To create a unique and polished brand identity that moves beyond typical salon visuals and positions Crystal Claws as an elegant, thoughtful, and fashion-forward experience. The branding needed to feel refined and versatile enough to work across social platforms, packaging, and future collaborations — all while reflecting the boutique, intimate nature of a home studio.
the Solution
I designed a complete visual identity that evokes calm confidence and modern femininity. The core palette features deep greens paired with soft neutrals, chosen for their grounding, luxe appeal and connection to natural elegance.
The logo icon combines a stylized claw/nail shape with a sparkling crystal motif, visually tying together the ideas of power and beauty. A custom serif logotype balances structure with artistic curves — lending the brand a couture editorial quality
I directed and photographed imagery that highlighted nails as objects of art and self-expression, using soft textures, styled jewelry, and natural lighting to tell the brand story.
Loyalty Cards
Outcome
The rebrand transformed Crystal Claws into a recognizable boutique brand with a defined aesthetic rooted in elegance and individuality. The cohesive visual system allowed for strong brand recall while elevating the salon’s overall perception from a home service to a premium, lifestyle-driven experience.
