"I knew we had amazing products. Our Hard As Hoof has over 50,000 five-star reviews. We have the number one branded nail polish remover. But it wasn't a brand - it was a bunch of great products. Consumers aren't just buying products, though - they're buying into brands."
"We wanted to debunk these stigmas. It's OK - we all have calluses and toe hair. Whether you're looking for a quick fix or long-term solutions, ONYX Professional is there to deliver clinical results with drugstore-friendly prices. Nothing in the lineup costs more than $13."
"Consumers are so savvy. If your products don't work, they won't come back. For me, it's not about trial - it's about repeat. The final result is brighter, cheekier, and a lot more honest about the realities of foot care from overnight callus patches to an exfoliator that doubles as a toe-hair remover."
ONYX Professional, a foot and nail care brand with three decades of market presence, underwent a significant 14-month rebrand under new CEO Sandra Abdallah. Despite having bestselling products like Hard As Hoof nail cream with 50,000 five-star reviews and the number one branded nail polish remover, the company lacked a unified brand identity. The overhaul included refreshed packaging, updated messaging, formula refinements, and a new visual direction inspired by designer expertise from eos. The rebrand embraces honest messaging about foot care realities, destigmatizing common concerns like calluses and toe hair. The company maintains its core philosophy of delivering clinical results at drugstore-friendly prices, with all products priced under $13, emphasizing product efficacy and customer retention over trial purchases.
#brand-rebranding #foot-and-nail-care #product-packaging-design #consumer-marketing #affordable-beauty
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