European Nail Salon
Level Up
Level Up is a premium European-style nail salon based in Walnut Creek and Lafayette, California. Located in high-traffic, upscale neighborhoods, the salon delivers top-tier manicure and pedicure services with a focus on elegance, precision, and European quality standards. The brand needed a clean, elevated visual identity that would reflect the luxurious experience offered to clients and stand out in a competitive beauty market.
Overview
To craft a refined and consistent brand identity that communicates high-end service, European aesthetics, and modern elegance — all while staying clear, readable, and visually appealing across both digital and physical materials.
I developed a sophisticated, serif-based brand identity anchored in soft neutral tones — primarily elegant beige with light and dark variations to allow flexibility across print and web. The scope of work included:
A custom-designed logo that evokes timeless elegance
Printed materials: service menu, business cards, loyalty cards, and flyers
Branded window decals and in-salon signage
QR-integrated print collateral for customer reviews and engagement
Flyers with first-visit discount offers to support customer acquisition
The system was designed to be consistent, premium-feeling, and easy to scale for multiple locations.
Design
The brand’s aesthetic is understated yet refined — built on soft, layered neutrals and classic typography with character. The serif font communicates European elegance, while the overall layout emphasizes clarity and balance. Every element — from window signage to printed menus — was designed to feel polished, premium, and effortless.
Results
A visually cohesive and upscale brand that reflects the salon's European quality and high service standards
Strong visual recognition and a polished presentation across all client touchpoints
Positive feedback from salon clients, many of whom noted the “boutique feel” of the brand
Successful brand rollout across both salon locations, helping reinforce Level Up as a go-to luxury nail destination in the Bay Area
