Maria Maria
A decade-old jewelry brand, rebuilt to finally match its own confidence.
Klein®
A nail studio identity built around confidence, warmth, and quiet precision.
Design
Eternull Media
Direction
Abdul Hannan
Founder & Creative Director
Client
Klein
Year
2024
Overview
Klein is a nail studio built on care, not just service. The brand needed an identity that felt as considered as the manicures themselves — warm, precise, and unmistakably confident without leaning on cliche.
We built the identity around a monogram wordmark — two interlocking letterforms that read as both initials and a gesture, echoing the intimacy of hand-to-hand service. A blush-forward palette carries warmth without tipping into pastel cliche, paired with a confident, editorial sans that keeps the brand feeling premium rather than precious.
The system extends from packaging and product labels to outdoor and social — each touchpoint dressed in the same unmistakable pink, so a billboard, a bottle, and a Reel all read as Klein at a glance.
— An identity for the ritual of self-care.
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Challenge
Klein needed to stand apart in a category crowded with sameness — nail studios that lean on generic pinks and stock manicure photography rarely differentiate. The challenge was building a mark distinct enough to own outdoor and social at a glance, while staying warm enough for an intimate, hands-on service.
- Define a monogram flexible enough for packaging, signage, and social
- Build a palette that reads premium, not saccharine
- Design a system that photographs as well on a billboard as on a bottle
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Strategy
We positioned Klein around a simple idea: care as craft. Every strategic decision — from the interlocking monogram to the tone of voice — reinforces that a visit to Klein is an act of attention, not a transaction.
- Positioned around confidence and self-worth, not vanity
- Built a tone of voice that is warm without being saccharine
- Prioritized a modular system that scales from a nail polish label to a city billboard
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Identity System
The wordmark pairs a custom monogram with a soft, rounded sans — confident at large sizes, legible at the scale of a product label. A tightly controlled palette of blush, magenta, and cream carries the brand across every surface without losing cohesion.
Key Elements
- Custom interlocking monogram, built for both large and small-scale use
- A tightly controlled blush-to-magenta palette with cream neutrals
- An editorial sans paired with a soft script accent for warmth
Brand Applications
From product label to city block.
Packaging & product line
Campaign & social
Outdoor & environmental
Gallery
Selected work from the series
Drag to explore
01 / 7 Product detail.
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Outcome
Klein now owns a visual identity as considered as the service itself — a system that reads clearly from a phone screen to a city block, and gives the studio a foundation to grow from a single location into a recognizable regional brand.
Eternull gave us a brand that finally looks like how our clients feel when they leave the studio - confident, put-together, seen. Bookings from Instagram alone are up since we relaunched.
Founder & Owner
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