02
Nescii
Crafting a new cosmetics accessories brand that believes in life’s little must-haves.
Client
Nescii
Type
Branding
,
,
Year
2025
About
Nescii was a brand built for the things you reach for that you can’t live without.
The little tools that make the routine work. The name itself comes from “the necessities” and that specific feeling of “I can’t live without my eyelash curler”. It’s the essentials, framed with a bit of attitude. Our task was to shape how Nescii shows up visually and verbally, and give form to a brand built around function, familiarity, and modern usefulness.
That idea shaped the brand’s posture. Nescii doesn’t show up like a clinical aisle of “beauty tools”, and it doesn’t lean into the usual ultra-feminine packaging codes either. It’s confident, playful, and modern. It feels like it belongs in real life: on a bathroom shelf, in a makeup bag, in a carry-on, in a gym kit. The tone stays direct and easy without the transformation promises. Nescii is for the tools that do their job and look good doing it.
That idea shaped the brand’s posture. Nescii doesn’t show up like a clinical aisle of “beauty tools”, and it doesn’t lean into the usual ultra-feminine packaging codes either. It’s confident, playful, and modern. It feels like it belongs in real life: on a bathroom shelf, in a makeup bag, in a carry-on, in a gym kit. The tone stays direct and easy without the transformation promises. Nescii is for the tools that do their job and look good doing it.
The Opportunity
The cosmetic accessories category is filled with products that are functional, but rarely memorable. Many brands rely on low pricing, trend-led packaging or constantly changing product ranges, which makes it difficult to build long-term brand recognition or emotional connection with consumers.
At the same time, personal care accessories have increasingly become part of how people express their routines and lifestyles. The products people keep in their bathroom, makeup bag, travel case or gym kit are no longer purely practical objects — they’ve become part of everyday identity and personal taste. That shift created the foundation for Nescii.
Instead of positioning Nescii as another traditional beauty tools brand, the project focused on building a modern accessories brand centred around everyday usefulness and familiarity. The identity feels confident, playful and contemporary without leaning into overly clinical beauty aesthetics or exaggerated femininity.
The Opportunity
The cosmetic accessories category is filled with products that are functional, but rarely memorable. Many brands rely on low pricing, trend-led packaging or constantly changing product ranges, which makes it difficult to build long-term brand recognition or emotional connection with consumers.
At the same time, personal care accessories have increasingly become part of how people express their routines and lifestyles. The products people keep in their bathroom, makeup bag, travel case or gym kit are no longer purely practical objects — they’ve become part of everyday identity and personal taste. That shift created the foundation for Nescii.
Instead of positioning Nescii as another traditional beauty tools brand, the project focused on building a modern accessories brand centred around everyday usefulness and familiarity. The identity feels confident, playful and contemporary without leaning into overly clinical beauty aesthetics or exaggerated femininity.
The visual identity was designed to feel modern, approachable and shelf-aware. Rather than leaning into sterile beauty packaging or trend-heavy aesthetics, the brand balances confidence with simplicity, allowing the products to feel naturally embedded within everyday life.
That thinking carried through the creative direction as well. The focus was on how people actually live with these products: on bathroom shelves, inside handbags, in carry-ons, gym kits and travel pouches. The goal wasn’t to make Nescii feel like a cosmetic accessories aisle, but more like a collection of everyday essentials people genuinely rely on.
The product strategy stays tight: cosmetic accessories only. No cosmetics, nothing ingestible. The launch range starts with nails (files, nail oil, glue and tabs, nail scissors), then expands into travel (bottles, toothbrush covers, makeup bags, brush holders), and body care (exfoliating gloves, tweezers and related tools). The system was designed to scale across categories as one masterbrand, so as the range grows, recognition compounds instead of splintering.
Retail was a key constraint, and a key advantage. Nescii needs to move in Chemist Warehouse and Priceline, work in boutique pharmacies, and still hold its own in David Jones or Myer. That means bold shelf presence, easy navigation, and quality cues that feel earned. Affordable, high-quality, and genuinely useful. The kind of stuff you buy once, then start treating as non-negotiable.
The Opportunity
The cosmetic accessories category is filled with products that are functional, but rarely memorable. Many brands rely on low pricing, trend-led packaging or constantly changing product ranges, which makes it difficult to build long-term brand recognition or emotional connection with consumers.
At the same time, personal care accessories have increasingly become part of how people express their routines and lifestyles. The products people keep in their bathroom, makeup bag, travel case or gym kit are no longer purely practical objects — they’ve become part of everyday identity and personal taste. That shift created the foundation for Nescii.
Instead of positioning Nescii as another traditional beauty tools brand, the project focused on building a modern accessories brand centred around everyday usefulness and familiarity. The identity feels confident, playful and contemporary without leaning into overly clinical beauty aesthetics or exaggerated femininity.
The visual identity was designed to feel modern, approachable and shelf-aware. Rather than leaning into sterile beauty packaging or trend-heavy aesthetics, the brand balances confidence with simplicity, allowing the products to feel naturally embedded within everyday life.
That thinking carried through the creative direction as well. The focus was on how people actually live with these products: on bathroom shelves, inside handbags, in carry-ons, gym kits and travel pouches. The goal wasn’t to make Nescii feel like a cosmetic accessories aisle, but more like a collection of everyday essentials people genuinely rely on.
The product strategy stays tight: cosmetic accessories only. No cosmetics, nothing ingestible. The launch range starts with nails (files, nail oil, glue and tabs, nail scissors), then expands into travel (bottles, toothbrush covers, makeup bags, brush holders), and body care (exfoliating gloves, tweezers and related tools). The system was designed to scale across categories as one masterbrand, so as the range grows, recognition compounds instead of splintering.
Retail was a key constraint, and a key advantage. Nescii needs to move in Chemist Warehouse and Priceline, work in boutique pharmacies, and still hold its own in David Jones or Myer. That means bold shelf presence, easy navigation, and quality cues that feel earned. Affordable, high-quality, and genuinely useful. The kind of stuff you buy once, then start treating as non-negotiable.
More works
More works
