Soft Set
Soft Set
(Brand Identity)
(Brand Identity)
Soft Set is a modern nail care brand focused on simple, effective routines that strengthen, nourish and restore the natural nail. The range is formulated with clean, naturally-derived ingredients and designed for people who value understated beauty and everyday maintenance done well. Rather than leaning heavily into “eco” messaging, Soft Set positions natural nail care as part of a polished, contemporary lifestyle - effortless, minimal and quietly luxurious.
We worked with Soft Set to define its brand positioning and visual identity, building a world that feels fresh, slightly trendy and distinctly premium. The tone is confident, speaking to a customer who understands beauty culture and gravitates toward brands that are considered, stylish and ingredient-aware without being clinical. Visual expression draws on subtle gloss and refined colour palettes, creating an aesthetic that sits comfortably alongside skincare and high-end beauty brands. The resulting identity is cool, feminine and elevated, with space for play. Soft Set feels at home in the top shelf environment: aspirational yet approachable, grounded in results while celebrating the pleasure of looking after yourself.
Found Form is a boutique interior design studio focused on creating warm, grounded spaces using natural materials. Their work is guided by an appreciation for functional design, organic materiality and interiors that support everyday life without excess. With a minimal approach and strong use of grid systems, their aesthetic prioritises clarity, negative space and subtle texture over decoration.
We worked with Found Form to define their brand positioning and visual identity, ensuring that their values around restraint, natural materials and pensive design were reflected across every touchpoint. Because the studio’s philosophy centres on creating spaces that feel calm, grounded and connected, it was important that the brand felt equally considered - confident but understated, intentionally quiet rather than attention-seeking.
The outcome is an identity that designers and clients alike can connect with; one that feels refined, textural and timeless without relying on trends. It balances structure with warmth, allowing the work and materials to speak for themselves while establishing a clear, recognisable point of view for the studio moving forward.
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Midday is based on the South Coast of NSW, on the unceded Country of the Yuin Nation. I acknowledge the Wodi Wodi people of the Dharawal, the traditional custodians of this land, and pay my respects to Elders past and present.
Not sure if your brand is working for you?
Download the free checklist and find out in five minutes.
The best ideas hit at midday. So does our newsletter.
Join the list for design thinking, brand insights, and the occasional hot take delivered when inspiration does.
Midday is based on the South Coast of NSW, on the unceded Country of the Yuin Nation. I acknowledge the Wodi Wodi people of the Dharawal, the traditional custodians of this land, and pay my respects to Elders past and present.
© Midday Design 2026
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