Nice One
Refreshing the identity of the Kingdom’s largest beauty e-commerce brand, from an Instagram shop to a publicly listed company
- Client
- Nice One
- Services
- Visual identityVerbal identityPackaging
- Year
- 2024
Nice One started in 2016 as an Instagram beauty shop and grew into the region’s largest beauty e-commerce platform with over 4 million users. The brand needed an identity that matched this maturity without losing its closeness to its audience.
We built a flexible identity system around the circular N monogram and a warm, skin-tone inspired palette, paired with a confident, friendly voice that shows up consistently across the app, packaging and social channels, readying the brand for its listing on the Saudi Exchange.
Challenges
- An identity that grew organically on social media and no longer reflected the company’s scale.
- Competing with global players in a category growing at more than 12% a year.
- The need for a unified voice that speaks to an audience that is 70% women across thousands of products.
What we did?
We redrew the logo while keeping the familiar N, and set a colour and bilingual type system that works on small screens and packaging alike.
We wrote a verbal identity guide defining how Nice One speaks in notifications, product pages and seasonal campaigns.
Solutions & results
A complete identity that carried the brand through its most important phase of growth, and appeared on its first day of trading on the Saudi Exchange.
Visual identity system
A refreshed logo, colour palette, and harmonised Arabic and Latin typography.
Verbal identity
A tone of voice and messaging framework used by the content and customer care teams.
Packaging & experience
Delivery boxes and packaging that turn the unboxing moment into part of the brand.
