Manicure Express, ME for short—a name chosen deliberately to work in a multilingual environment—represents a new concept in nail care in Russia. A service aimed at middle-income women who prefer to simply show up rather than make a traditional appointment, the brand is modern and friendly, and decidedly mass-market, although outlets are located in upmarket malls, airports, and other high-traffic areas.
The colors are vibrant, to communicate quickly in cluttered environments, and the simple, European-feel graphics allow for easy extension into personal-care product ranges.
Posts
