Beauty & Butter: A make-over for a make-over brand

Personal Care branding: Beauty & Butter are a Mani-pedi brand in the Philippines that were looking for a complete make-over to attract new customers.


Marketing & Communications

The visual and verbal identity of Beauty and Butter changed dramatically after research confirmed that the brands target audience wanted a comforting experience. Gone was the acid yellow colour scheme and stenciled graphic elements. In came a modern butter yellow, calm grey and heart shaped monogram ‘B’ to communicate the brands focus on giving customers ‘a reason to smile’.

People & Culture

After an initial audit Tangible identified opportunity areas, which we further ideated with Beauty & Butter’s management team. We covered four key areas: Developing a loyalty program, ensuring guests feel pampered, to better communicate the focus on quality and also leverage the lifestyle trends around the man-pedi experience.

Products & Services

Tangible ideated with management the opportunities to go beyond the mani-pedi offer with Beauty & Butter. We also developed alternative descriptors for the offer and settled on ‘Nail Lounge’ – which was in keeping with the interior design and personality.

Spaces & Places

Tangible created a series of visual interior design concepts to test with different target audiences. Each concept was driven by a different target audience need state. The results helped convince management of an appropriate interior design and personality for the refreshed brand.

Photos by: Jean Yu