NellSpa
Elevating craft: a rebrand that empowers beauty professionals and offers structure to an evolving industry.
Category
Retail, Beauty
Partners
Motion Design: Juho Pelttari
Expertise
Brand Strategy, Narrative, and Visual Identity
The new identity for Nell Spa redefines a long-standing distributor of haircare products and salon solutions. Once positioned in the mid-to-low segment, the rebrand reframes Nell Spa as a connector of craft and accessibility—a professional ecosystem supporting stylists through education, products, and infrastructure.
Visually, the system builds from a simple monogram, inspired by the iconic barbershop spinning pole. The design strips away decorative excess and adopts a black-and-white base, placing the products centre-stage. Accents of electric colors bring a contemporary, fashion-forward pulse to a category often seen as utilitarian. Its overall geometric structure lends consistency and personality to the entire identity.
The result is a versatile, minimal identity that elevates the brand’s credibility while staying approachable. From signage and catalog layouts to product advertising, the new Nell Spa language speaks of precision and professionalism.
A fresh image of renewed confidence, setting the visual foundation for the next generation of beauty spaces.
Selected Works
ThurosBranding & Identity
EMCNBrand & Identity
MarksBrand & Identity
FranklyBrand & Identity, Packaging
IndustrialType Design
Coco BoutiqueBrand Identity
CrossoverBrand Identity
ArondentBrand Identity