keen self-care - a waterless, non-toxic nail studio

Founded By Sam Moss

Meet keen - A self-care studio that specializes in clean, non-toxic nail treatments intended to take better care of you, the environment, & other people. Their water-free approach to nail care along with a conviction to strive towards sustainability makes them anything but your normal nail salon.

Working closely with the founder, we identified a need to elevate the brand beyond the traditional nail studio image, emphasizing its commitment to self-care & sustainability. The refreshed messaging was crafted to strengthen the studio’s market position & the visual storytelling was reimagined to ensure that every touchpoint aligned with the brand's ethos.

Central to our efforts was the establishment of a brand philosophy that emphasized the power of practice, framing self-care as a habitual act of prioritizing oneself. This approach allowed keen to transcend the typical service offering, inviting clients to embrace self-care as an ongoing commitment rather than a one-time indulgence.

Through in-depth research, refined brand positioning, & strategic creative direction, we crafted a brand identity that distinguished keen in the market while fostering a deeper connection with its loyal community. The refresh was embraced as a natural, elevated evolution—both familiar & aspirational, inviting clients to see keen not just as a brand, but as an ongoing practice of self-care.