Close-up image of a woman with red lipstick and red nail polish, covering both eyes with her hands. The word 'MODUL' is written across her face in white letters. A caption at the bottom reads: 'Pretty is fine. Practical is better. Ours are both.'

Modul

Modul is the next evolution of nails. Not a brand, a system. A clasp-based nail architecture where pieces clip on and off — secure when you need them, gone when you don’t. The brand had to mirror that same modularity: interchangeable, intelligent, and built for evolution..

Two hands with different skin tones crossing over each other in front of a pink background with the word "MODUL" written in large white letters.

  • The nail category has long been split between two extremes:

    • Salon acrylics and gels: Expensive, time-consuming, and damaging to natural nails.

    • Press-ons: Affordable and fast, but often flimsy, limited in customization, and still stigmatized as “temporary.”

    The market lacked a solution that combined convenience, adaptability, and performance. The challenge was not only to introduce a disruptive product but also to create a new category—convincing consumers that nails can be both high-function and high-fashion, without compromise.

  • approached Modul as more than a beauty product—it’s a system. The positioning emphasizes innovation, adaptability, and the psychological need for freedom in self-expression.

    Shade Tactics Framework:

    • Shroud (Outward Identity): Harlequin – playful, clever, visually disruptive.

    • Helm (Mind): Alchemist – innovative, transformative, system-oriented.

    • Anchor (Soul): Dreamer – possibility-oriented, optimistic, liberating.

    • Darkling (Shadow): Sovereign – rejects hierarchy, avoids corporate rigidity.

    • Echo (Customer): Wallflower – approachable, community-oriented, relatability-driven.

    This placement ensures Modul communicates innovation with humor and style while remaining grounded in optimism, accessibility, and empowerment.

  • Identity & Design

    • Logo & Shapes: Rounded, imperfect forms suggest creativity and individuality. Visual elements are modular, reflecting endless combinations.

    • Color System: A flexible palette of brights, pastels, and grounded tones designed for remixing, keeping visuals fresh while reinforcing adaptability.

    • Typography: A structured hierarchy combining Plus Jakarta Sans (modern, precise), Lumosky (playful, hand-drawn), and Inter (functional, digital-first). Together, they balance clarity with expression.

    Voice & Messaging

    • Tone: Confident, clever, approachable.

    • Key Lines: “Clip on. Clip off. Change it up.” / “Short for spreadsheets, long for cocktails.”

    • Rules: Function over fluff, always show product-in-action, empower the wearer, avoid beauty clichés.

    Customer & Positioning

    • Target: 22–40, style-conscious professionals in urban centers, balancing practicality and self-expression.

    • White Space: Positioned between high-fashion but rigid nails and cheap but static press-ons. Modul fills the gap with adaptable, reusable beauty tech

  • Modul is proof that innovation + psychology = category creation. By pairing groundbreaking product design with Shade-driven strategy, Modul doesn’t just sell nails—it empowers people with a system of self-expression that adapts to every part of their lives.

Close-up of a person's face with colorful nail polish and the word 'MODUL' written across their face. A hand with rainbow-colored nails is shown in a diagram on a pink background, highlighting features of a nail product, with labels indicating it has a secure base system, removable outer nails, and a variety of shapes, lengths, and finishes.
Close-up of a smiling woman with dark hair and pink nails, showing her face and part of her hand near her forehead, advertising MODUL, modular clip-on nails.
Multiple hands with colorful nail polish gently holding each other against a lavender background, with speech bubbles saying "Change your nails," "Not your plans," and "Modular clip-on nails."
Open laptop displaying a sign-up page for a nail polish launch, with a smiling woman touching her face and colorful speech bubbles.
Pink promotional banner with hands showing multicolored painted nails, advertising Mod Squad VIP Bundle Box with 50% off retail, and a price of $55.00.
Promotional banner for Kickstarter 4 Pack with an image of a hand showing pink manicure nails, offering 25% off retail price, with a phone number on the right side.
Promotional graphic for a Kickstarter 2-pack supporter special with a 25% off retail discount, showing a hand with colorful painted nails on a green background and price details on a dark blue stripe.