Calyx set out to create more than a product brand. They wanted to build a platform and community for nail entrepreneurs across India, supporting professionals at every stage of their journey, from getting started to growing a business and mastering their craft. As part of the wider Makevale and NexstGen ecosystem, the brand needed to carry formulation-led credibility, while also feeling approachable, modern and empowering. The challenge was to create an identity that could balance professional performance with a sense of belonging, support and ambition.
We built the identity around two visual ideas rooted in the product and the market. The first came from nail varnish itself: the swirls, marbling and fluid patterns created when colour moves through liquid. We used these moments as a core graphic language, giving the brand movement, richness and a sense of craft. The second layer was inspired by the intricate line-work and decorative rhythm of Indian hand art, referencing henna traditions with care and respect. Rather than referencing motifs directly, this influence was translated into a contemporary, abstract pattern system designed specifically for Calyx. Together, these elements form a visual language that supports creativity while remaining grounded in performance, chemistry and professionalism, and built to serve a growing community of nail entrepreneurs.
The result is a brand that feels confident, supportive and future-focused. Calyx now has a clear visual identity that reflects its role as a community hub as much as a product provider. Helping to educate, inspire and empower nail professionals as they build their businesses. With a flexible system designed to scale across digital, packaging and community touchpoints, Calyx is well positioned to grow alongside the entrepreneurs it supports.
Purpose / Positioning / Proposition / Brand strategy / Narrative / Tone of voice / Logo / Visual identity / Brand systems / Art direction / Illustration Motion / 3D Packaging / Campaign platforms / Social + content systems / Guidelines + toolkits
Lee Fairbrother
Joao Pinedo
Ale Mariotti
Nick Gardner
Joe Gardner
Emma Judd
Purpose / Positioning / Proposition / Brand strategy / Narrative / Tone of voice / Logo / Visual identity / Brand systems / Art direction / Illustration Motion / 3D Packaging / Campaign platforms / Social + content systems / Guidelines + toolkits
Lee Fairbrother
Joao Pinedo
Ale Mariotti
Nick Gardner
Joe Gardner
Emma Judd
Calyx set out to create more than a product brand. They wanted to build a platform and community for nail entrepreneurs across India, supporting professionals at every stage of their journey, from getting started to growing a business and mastering their craft. As part of the wider Makevale and NexstGen ecosystem, the brand needed to carry formulation-led credibility, while also feeling approachable, modern and empowering. The challenge was to create an identity that could balance professional performance with a sense of belonging, support and ambition.
We built the identity around two visual ideas rooted in the product and the market. The first came from nail varnish itself: the swirls, marbling and fluid patterns created when colour moves through liquid. We used these moments as a core graphic language, giving the brand movement, richness and a sense of craft. The second layer was inspired by the intricate line-work and decorative rhythm of Indian hand art, referencing henna traditions with care and respect. Rather than referencing motifs directly, this influence was translated into a contemporary, abstract pattern system designed specifically for Calyx. Together, these elements form a visual language that supports creativity while remaining grounded in performance, chemistry and professionalism, and built to serve a growing community of nail entrepreneurs.
The result is a brand that feels confident, supportive and future-focused. Calyx now has a clear visual identity that reflects its role as a community hub as much as a product provider. Helping to educate, inspire and empower nail professionals as they build their businesses. With a flexible system designed to scale across digital, packaging and community touchpoints, Calyx is well positioned to grow alongside the entrepreneurs it supports.
