Essie UI and Packaging Redesign

To make Essie more approachable to the average customer, I wanted to create a more expressive and experimental identity for the brand. For the app, users are able to take a picture of their hand, try on colors, then shop them. This interactive feature allows customers to personalize their shopping experience as if they were at the salon or in store.
The updated packaging focuses on the fun and excitement these colors can offer. Doodle patterns and fun color groupings created a fresh look. A custom dieline was created to allow a consumer to easily carry the pack. I also wanted all of the nail polish bottles to be clearly visible.