How to get your branding right: A Quick Case Study - Smith and Cult Brand

Breaking into the beauty market is no small feat. It’s fiercely competitive, with established giants and indie innovators constantly vying for attention. Yet, Smith & Cult, a beauty brand, managed to carve out a distinctive place. How did they do it? The answer is branding done right. Let’s dive into what makes Smith & Cult a case study in exceptional branding.

Naming

Smith & Cult’s name is a reflection of duality—the light and dark sides of beauty. “Smith” represents light, simplicity, and tradition, while “Cult” embodies the edgy, darker, and unconventional aspects of the brand. Even the logo—handwritten—creates a personal touch that resonates with their brand voice. Imagine a beauty junkie scribbling her thoughts in a diary. That’s the vibe Smith & Cult is going for, and it works brilliantly.

The Voice

Speaking of the vibe, Smith & Cult’s brand voice nails it. Their tone mirrors that of a beauty junkie sharing secrets in her diary. It’s conversational, relatable, and perfectly aligned with their target audience: beauty enthusiasts looking for insider tips and trends. S&C is not just a brand; it’s the best friend who tells you all the beauty hacks you need to know.

Packaging

One glance at Smith & Cult’s packaging, and it’s clear: this isn’t your average nail polish. Their bottles are a blend of sleek design and imperfections—dented caps juxtaposed with smooth, polished glass. This contrast symbolizes the complexities of beauty and life—lessons learned, experiences gained. It’s a perfect metaphor: beauty isn’t about perfection but the journey.

The aesthetic isn’t just striking; it’s meaningful. Smith & Cult’s products deserve a spot in every beauty lover’s collection, both for their looks and the stories they tell.

The Website

Smith & Cult’s website is a digital experience that feels like an exclusive beauty lounge. Modern, colorful, and interactive, the site draws users in immediately. It’s hip yet approachable, with just the right amount of intrigue to keep visitors exploring. The site’s design is more than a storefront—it’s an extension of the brand’s personality, turning casual browsers into loyal customers.

Lacquer Names

If you think product naming doesn’t matter, think again. Smith & Cult’s lacquer names are an art form. Each name—like “Stockholm Syndrome,” “Dirty Baby,” or “Lover’s Creep”—is a nod to the founder’s life experiences. They’re quirky, memorable, and unlike anything else in the market. These names create an emotional connection and make the products feel like stories you can wear.

Lacquer Colors

Beyond the names, the colors themselves are vibrant, bold, and high-quality. The shades—from cardinal reds to dreamy pinks—speak to a variety of moods and personalities. Pair that with their stellar formula, and the $18 price tag suddenly feels justified. It’s not just nail polish; it’s an investment in self-expression.

The Result

Every aspect of Smith & Cult’s branding—from the name and packaging to the website and product details—is in sync. This creates a seamless and unforgettable experience for the customer, turning them into loyal fans. It’s not just about selling products; it’s about crafting stories, emotions, and memories.

So, what are you doing in your business to enchant your clients? Share your thoughts below—we’d love to hear your strategies!

If you’d like us to take a look at your brand book and help you refine it, let us know. Together, we can make your brand as memorable as Smith & Cult. Book a free call here