Mink Dublin
Hands and feet above the rest
The Challenge
Image Now has been Mink Dublin’s branding and design partner for over 17 years. Our team crafted the original brand in 2005 and put it on the map as the leading nail and hand salon in Ireland. Since that time, the industry has grown substantially and beauty savvy audiences have put new expectations on who they’ll partner with.
The Solution
In 2019, we refreshed their strategy and story to evolve the brand so it could further compete within the fast-growing beauty industry and to help audiences better resonate with Mink Dublin’s purpose and promise – this culminated in a revitalised brand identity that encapsulated our new brand thinking.
In 2020 we launched their first range of beauty and lifestyle products. When delving into the world of packaging and gifting, our ultimate goal was to create something timeless and of beauty. We conceived and executed the designs following best international practice, crafted the right copy and messaging and carefully managed production through rigorous quality control.
We also liaised with their interior design partners to ensure the Mink Dublin identity was carefully and tastefully brought to life in both place and space ensuring all brand touch-points worked harmoniously.
Our branding was beautifully created under the wonderful guidance of Darrell and his team in 2005, and it became synonymous with everything we hoped it would; understated luxury and excellence in service. In 2019 we took the plunge and decided it was time to evolve the brand into something that could move forward in new ways. Éanna directed the brand into new heights, with the simplicity he achieved. We launched our new branding, along with our first retail collection and refurbishment of our stores together. Image Now are a pleasure to deal with, from beginning to end, and not only have they created immense value for the brand, they have helped progress our vision for the company to places we didn’t think were possible. I am forever grateful to Éanna and his team for creating such magic for Mink Dublin.
Kate Verling, Managing Director, MINK Dublin
The Results
A minimal beauty-forward identity was crafted, marrying the in-store Mink Dublin experience, along with a suite of nine beauty and lifestyle products — glassware and plastics (recyclable) with an Irish produced card — moving the brand into the gifting and e-commerce beauty service industry.
The suite has garnered lots of publicity and Mink Dublin continues to be one of the leading nail and hand brands in Ireland with multiple accolades over our 17 year partnership including Image Magazine ‘Business of Beauty Awards’ for Best Nail Salon.
