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Brand Strategy for Ink Skincare

context:

A comprehensive brand strategy for Ink Skincare, a specialized skincare line targeting tattoo enthusiasts with products ranging from aftercare to tinted face creams.

tags:

tags:

Brand Strategy

Brand Strategy

3 wks

3 wks

Passion Project

Passion Project

Ink Skincare

Ink Skincare

Situation:

Explore how a distinctive brand could help a new entrant stand out in the wellness market.

The goal was to curate a distinctive brand identity that would appeal to tattoo enthusiasts, and wellness gurus alike. Conveying product quality and natural sustainability was a top priority in the competitive beauty and wellness market.

Problem:

Tattooed skin — and the people who celebrate it — are comfortable in worlds that most skincare brands don’t speak to directly.

Meanwhile, the broader skincare market values natural, effective formulations with transparent communication.

The two sides weren’t being served well:

  • Tattoo enthusiasts were not being seen by most skincare brands

  • Traditional skincare language felt generic and intimidating

  • Consumers who care about both aesthetics and ingredient integrity were underserved

The challenge was to craft a brand identity that could feel bold and welcoming while credibly communicating product quality in a competitive category.

Solution:

A brand positioning centred on authentic expression & accessible care

A brand positioning centred on authentic expression & accessible care

A brand positioning centred on authentic expression & accessible care

A personality that could live confidently on both street-style culture and wellness shelves.

Key strategic moves included:

  • Defining a bold, approachable brand voice

  • Choosing a vibrant, neutralized color palette to convey energy without alienating non-tattooed skincare users

  • Selecting rounded, blocky typefaces that feel friendly and confident

  • Integrating organic graphic elements to signal natural, minimal-ingredient products

This blend gave INK Skincare a personality that feels like “the person everyone wants at the party:” loud and fun, yet approachable and genuine.

Rationale:

This design language supports the strategic narrative: All skin is beautiful — tattooed or not.

This design language supports the strategic narrative: All skin is beautiful — tattooed or not.

This design language supports the strategic narrative: All skin is beautiful — tattooed or not.

The Ink Skincare identity deliberately reconciled dual truths in the market:

  1. Tattoo culture values boldness and individuality
    – The color choices and typography lean into confidence and self-expression.

  2. Skincare consumers care about natural, minimal formulations
    – Subtle organic graphics and packaging signals ingredient integrity and care.

Each design choice had a reason:

  • Color: Bold but muted tones that read expressive without screaming; balancing energy with broad appeal.

  • Typography: Rounded, blocky type that feels inviting, not clinical.

  • Graphics: Organic forms that communicate nature, harmony, and skin health.

Outcome:

More than just looks, it was strategy.

More than just looks, it was strategy.

More than just looks, it was strategy.

INK Skincare emerged as a concept that felt:

  • Distinct in category

  • Emotionally resonant with tattoo enthusiasts

  • Approachable to everyday skincare users

  • Strategic, not gimmicky

The visual identity does more than just look good. It communicates a clear personality and purpose that could help an emerging brand build memorable recognition and category relevance in a highly saturated market.

Building brands that feel inevitable.

Brand strategy & systems for companies that want to grow without losing themselves.

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Brand strategy & systems for companies that want to grow without losing themselves.

Get aligned

Building brands that feel inevitable.

Brand strategy & systems for companies that want to grow without losing themselves.

Get aligned