A woman with red lipstick and red nail polish, covering one eye with her hands, with the word 'MODUL' written across her face. Text below 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, one with dark skin and one with light skin, crossing over against a vibrant pink background with the word 'MODIL' in bold 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 woman smiling with colorful nails, holding her face with one hand. The right side of the image shows a hand with rainbow-colored nails and labeled diagram text about a manicure base system, removable outer nails, and mixed shapes, lengths, and finishes.
Close-up of a smiling person with finger partially covering face, showcasing colorful pink nail polish, promotional image for modular clip-on nails called Modu.
Multiple hands with colorful painted nails, posed together against a lavender background, with three colorful speech bubbles promoting nail styles: "Change Your Nails," "Not Your Plans," and "Modular Clip-On Nails."
Laptop on a purple background displaying a sign-up page for a beauty or nail care service called MODUL, featuring a smiling woman with pink nails and colorful speech bubbles.
Promotional graphic for a VIP bundle box from Mod Squad, featuring hands with colorful painted nails, a large price of $55.00, and a 50% off retail offer against a pink background.
A promotional flyer advertising a four-pack of supporter's nails with pink nail polish, offering 25% off retail price, and including a contact number.
A promotional banner advertising a Kickstarter 2 pack with a 25% off retail discount. It features a hand with colorful nails against a green background, and the price of $77.44 is displayed on the right side.