Beetles
GEL NAIL POLISH
Client
Beetles
Service
Logo Design
Visual identification system
Team
CD: Kevin、Lin
D:dididubi、S
3D:7%
T:2025.07
Beetles
Service
Logo Design
Visual identification system
Team
CD: Kevin、Lin
D:dididubi、S
3D:7%
T:2025.07
Through systematic brand visual and packaging design upgrades, Beetles has successfully grown from an online DTC brand into a leading global nail brand. In just eight years since its founding, it has become the best-selling brand in Amazon’s Gel Nail Polish category, with cumulative sales of over 1.1 billion products, more than 18 million users worldwide, and coverage across more than 30 countries. The brand has accumulated over 1.3 billion impressions on social media and annual sales of approximately 300 million nail products. In offline channels, Beetles has entered more than 5,000 retail stores across the United States, including Walmart, Target, and CVS. In 2023, the brand’s sales in European and American markets increased by 150% year-on-year, and annual sales of its flagship gel nail polish product exceeded 2 million bottles. At the industry level, Beetles has appeared at Cosmoprof Worldwide Bologna and Cosmoprof North America, two of the world’s premier beauty trade shows, and established its first official partnership with Pantone, the global color authority; its products have also been featured in renowned magazines such as Elle. The refreshed brand visual identity system provides solid visual support for Beetles’ strategic upgrade from online to omnichannel and from DIY to the professional nail market.
Founded in the United States in 2017, Beetles Gel Polish is a nail products brand focused on DIY nail art and high cost-performance. The brand is dedicated to enabling consumers to enjoy salon-quality manicures at home. Its product line covers gel polishes, nail tools, nail accessories, UV/LED nail lamps, and other full categories. The brand has obtained Leaping Bunny certification and Cruelty Free International recognition, making it a cruelty-free brand. Beetles owns five in-house manufacturing plants, a 60-person R&D laboratory, and a product development team of more than 200 people.
The core objective of this project is to help the brand establish a differentiated visual identity in the international nail market and complete its upgrade from an online DTC brand to an omnichannel brand image. We extracted the “nail” symbol from the brand logo as a core brand identity element, thereby differentiating it visually from products of the same category in the international market. On this basis, the team combined a new industrial design with bottle shape to complete the construction of Beetles’ new brand image. The refreshed brand visual identity has been fully applied to product packaging and the entire product line, forming unified and highly recognizable brand visual assets and providing a professional, unified shelf visual presentation for the brand’s entry into offline retail channels such as Walmart.