The GelBottle Inc.
Trademarked. Talked-about. Totally iconic. We repositioned BIAB™ as the brand platform that powers it all.
What do you do when your most iconic product gets copied by everyone?
BIAB® (Builder in a Bottle) was The GelBottle Inc’s breakthrough product, but as imitators flooded the market, its story had faded. We needed to restate its position as the category originator and elevate its appeal through design, voice, and digital-first content.
Role: Creative Director
Deliverables: Repositioning strategy · Campaign concept · Tone of voice
Reach: Global pro nail audience via TGB channels + partner salons. Campaign visuals carried across web, TikTok, Instagram, email, and trade platforms
Result: Positioned BIAB™ as a proprietary system and prestige platform. Tone and taglines carried into all subsequent shade launches and educational content. Strengthened legal + cultural ownership of category
BIAB™. So good, we trademarked it.
The tone reset
We repositioned BIAB® as a nail icon—not just a product. Our story wasn’t ‘5-in-1 gel’—it was authority, innovation, and identity. The line 'Others try to bottle it. We invented it.' became the central rally cry.
INSPIRING COPYCATS SINCE 2015.
The visual direction
Using signature brand shades, soft sculptural lighting, and elevated product close-ups, we made BIAB® feel like luxury tech. Product textures became hero visuals, while pro-led application shots highlighted precision and performance.
OTHERS TRY TO BOTTLE IT. WE INVENTED IT.
Results
• Reaffirmed BIAB® as the original and best
• Improved brand confidence in global markets
• Toolkit adopted across education, social, and retail
• Campaign directly supported professional sales and DTC uplift