PAUL & JOE
Cats and Summer Getaways
PAUL & JOE
Cats and Summer Getaways
A whimsical, cat-themed digital experience that paired nail polish with dream destinations.
Execution
We worked closely with the client to understand the key features of each new nail polish, its tone, texture, and mood, and translated these into three thematic worlds. We designed a web experience centered around 3 playful, visual quizzes that help users uncover their ideal travel destination, along with the nail color that best matches their taste in lifestyle, beauty, and adventure.
To bring the concept to life, we collaborated with a freelance illustrator known for warm, hand-drawn cat characters. The result was a dreamy, soft visual world that feels true to Paul & Joe’s tone while elevating the everyday act of choosing nail polish into something more magical and personal.
Outcome
The campaign was a major success, all nail polishes sold out within the first three days. The interactive quiz and dreamy cat-themed visuals turned the product launch into a playful self-expression journey, boosting engagement and reinforcing Paul & Joe’s unique brand appeal.
Background
Paul & Joe, a beloved fashion and beauty brand in Japan, launched three new nail polishes and sought a creative way to make the product feel both special and personal to consumers. Known for their whimsical aesthetic and strong appeal among women from their late teens to early 40s, the brand wanted to deepen the emotional connection with their audience.
Concept
We identified the cat as a central metaphor, a creature that, like the target audience, enjoys life with curiosity, elegance, and selective taste. Cats have also been a recurring motif in Paul & Joe’s branding, making them a natural bridge between the product and the consumers.
We proposed a digital experience that feels both intimate and imaginative: a personality quiz that connects users to a nail polish shade and a dream travel destination.
Client
PAUL & JOE
Contribution
Strategy
Art Direction
Campaign Design
Sector
Fashion & Beauty
