Base Coat is a non-toxic nail salon fighting to raise the standards of beauty.
As part of Base Coat’s brand refresh, we completely overhauled their website from a nail booking service to an e-commerce focused website.
Art Direction / Ux+UI Design / Photography
Base Coat’s main point of differentiation is that their products are non-toxic, sustainable, and eco-conscious which helps to drive value and fuel innovation within the beauty industry. The site visually reinforces the non-toxic and natural ingredients they use to craft their products by incorporating plant shadows, stones, flowers & wood blocks.
With a goal of increasing their product sales online, the site needed to be simple to navigate between product categories to keep the user engaged.
By using a subtle hover effect on products, subconsciously reinforces the quality of the products.
