When imitators flood the market, how do you remind everyone who was first? The GelBottle Inc, didn’t just create a product—they invented a category. But as generic builder gels gained traction and trademark ownership blurred in professional consumer minds, it was time to reclaim the icon’s rightful place.
As Creative Director, I led a repositioning campaign that treated BIAB™ as the icon it truly is—elevating its status through bold storytelling, digital-first content, and a voice that made audiences stop in their tracks.
If it’s not TGB, it’s not BIAB.
Tone of Voice
The BIAB™ repositioning campaign was built on a bold, unapologetic tone—confident, direct, and infused with a wink of self-awareness. Lines like “BIAB™. So good, we trademarked it” and “You can fake the look, but you can’t fake the origin” reasserted category ownership with punchy simplicity. Short, impactful sentences became our signature, designed to stop audiences in their tracks and remind them: if it’s not TGB, it’s not BIAB™.
This disruptive tone was balanced by a respectful, empowering undercurrent—one that spoke directly to our pro audience’s expertise. We combined performance-driven messaging with elevated creativity, positioning BIAB™ as both an industry icon and a mark of quality.
Visual Direction
Our visual direction amplified this message. Inspired by the iconic visual codes of brands like Chanel No. 5 or Heinz, we treated BIAB™’s textures and brushstrokes as our signature—recognisable, ownable, and unmistakably TGB.
Sculptural product close-ups celebrated the tactile beauty of BIAB™, transforming textures into hero visuals.
Soft yet precise lighting balanced luxury with technical perfection, elevating the product from beauty staple to prestige system.
Minimal, sensory compositions placed product textures front and centre, allowing BIAB™ to shine as both an innovation and an experience.
Together, this tone and visual approach re-established BIAB™’s cultural and category leadership—luxury meets performance, with a voice and image as iconic as the product itself.
We launched a global campaign targeting the pro nail audience via TGB channels and partner salons, with assets tailored for web, TikTok, Instagram, email, and trade platforms.
This included:
Bold copy-driven visuals that reasserted category ownership.
Educational content that reinforced TGB’s proprietary innovation.
Consistent tone and taglines applied across all subsequent shade launches and educational materials.