STEY GOLD

Stey Gold is a new category of luxury built to bold, unapologetic self-expression.

Zak Dabbas and Praveen Dukkipati came to EightySeven with a creative, entrepreneurial concept and a need to build a brand to support their business. This new jewelry concept was inspired by a ’70s fashion accessory spotted in his mom’s old photographs: solid 14-karat gold press-on nails.
Their concept would be made-to-measure and fully reusable. Not gold-plated or costume jewelry. Real gold, custom fit to your hands. A product that genuinely didn't exist at this level, at this price point, with this level of scale. Zak and his partner, Praveen Dukkipati, had the manufacturing figured out. What they needed was everything else.
EightySeven took the engagement from zero, name, brand strategy, photography, e-commerce build, packaging, sizing system, launch strategy, and social content infrastructure. Over the course of launching, building, and making real decisions, Stey Gold went from an idea to a live brand with a clear identity and a growth-oriented strategy.
- (87)BrandLaunch
- Brand Strategy
- Brand Focus
- Verbal Identity
- Visual Identity
- Digital & Web
- Packaging

(01) Brand Focus

Timeless elegance meets bold self-expression.

Stey Gold wasn’t entering an existing category; they were creating one. They needed a strategy to educate, entice, and empower, so we leaned into the product's duality. Classic gold meets cutting-edge cool. Not just a look, but a bold lifestyle choice.
After two days of collaborative workshops involving positioning, audience segmentation, and language development, we framed Stey Gold as a new kind of luxury. An alternative to nail polish and gaudy press-ons that was sustainable, expressive, and built to last. Gold nails that go with you everywhere, from front row to rooftop to red carpet.
- Brand Action Items
- 87BrandFocus Workshop
- Brand Core & Audit
- Vision, Mission, & Values
- Audience & Personality
- 87BrandSpark

(02) Brand Design → Brand Name

A name as timeless as the product itself.

When you’re designing an entirely new brand, the name should always come first. After working with the clients to outline their goals and preferences for the name, we knew we wanted a name that was elegant, memorable, and evocative of the offering.
The name “Stey Gold” is bold, playful, and memorable, but it’s also a utilitarian call to action. It challenges the audience to raise their standards. It speaks to the everlasting quality of the 14-karat gold the product is made of, as well as its press-on nature. What’s more, “Stey” is a word that’s used to describe a steep slope or cliff, alluding to the high standards it delivers on.
- Naming Workshop
- Trademark Screening
- Brand Name Story
- Product Naming Construct
- Domain & Social Handles

(02) Brand Design → Visual Identity

Dripping in details.

Stey Gold’s visual identity was designed to mirror the product itself, luxuriously simple, meticulously crafted, and unmistakably original. We developed a brand system anchored in rich gold tones, tactile textures, and high-contrast typography that oozes quiet sophistication.
Photography and layout were built around the principle of flair without care. Every scene evokes a sense of effortless elegance, with editorial-style compositions and flash-lit moments that feel like stolen glimpses into a very fabulous life.
- Brand Storyboards
- Visual Identity
- Art Direction
- Photography Style
- Product Photography
- Typography
- Brand Guidelines

“Honestly? Write whatever you want. I absolutely loved working with you guys to build this brand and would recommend you to every entrepreneur I know. We couldn’t have launched without your help and support.”

Zak Dabbas, Co-Founder, Stey Gold

(02) Brand Design → Brand Voice

Fashion forward, but never flashy.

We built the brand voice around self-expression confidence; think “Hailey Bieber cool girl” energy with a hit of downtown attitude. It’s bold but never brash. Sophisticated but never stiff. And always rooted in self-expression.
Headlines like “Forged for fierce fingers” and “There’s nothing more bold than gold” capture the blend of indulgence and intention. And a flexible headline construct of “Stey _____” challenges (Stey Fierce, Stey Proud, Stey Gold) gave the clients an easy, repeatable copy framework to help them grow, campaign after campaign.
- Personality
- Tonality Pillars
- Brand Voice Guidelines
- Manifesto
- Messaging Toolkit
- Storytelling Framework
- Headline Construct

(03) Brand Activation

A luxury that’s made to (im)press.

Stey Gold launched with a bold, magnetic brand that’s already turning heads. It’s a new gold standard, not just in nails, but in the way a luxury startup can tell its story with style, confidence, and staying power.
- Brand Guidelines
- Packaging & Swag
- Marketing & Collateral
- Presentation Design
- Leadership Guidance
- Ongoing Brand Support

Stey Gold

EightySeven built Stey Gold from the ground up with founders Zak Dabbas and Praveen Dukkipati. Naming, strategy, voice, and visual identity for a new category of luxury nail wear, solid gold instead of polish or plated press-ons.

Client: Stey Gold, a luxury solid 14k gold press-on nail brand

Industry: CPG / Beauty / Luxury Lifestyle

Services: Brand Strategy, Brand Naming, Verbal Identity, Visual Identity, Brand Activation, Logo Design, Packaging Design, Web Design

Engagement: (87)BrandLaunch

Year: 2026

Product Photography: Megan Engebretson