In recent years, tattooing has steadily grown in popularity, but many people are still hesitant to take the plunge and permanently adorn their skin. Reasons for this include a lifelong commitment to the design and fear of the pain involved in getting tattooed.
As Europe’s most successful start-up for temporary tattoos, inkster aims to help its customers discover the world of tattoo art and their own style without having to commit to a tattoo for ever. With its 100% vegan, two-week tattoos certified by the EU as cosmetically safe, inkster is revolutionising traditional tattoo culture and encouraging its customers to express their personalities freely.
The start-up has grown rapidly over the past two years, and its product has been hugely successful. With new target audiences, copycats and plans for international expansion, the time had come for the brand to grow too and make the leap to becoming a much-loved brand across borders.
Guided by a consistent brand strategy built around the vision “We empower free expression”, the existing brand elements were refined and professionalised for the new markets. In this process, functionality and brand character needed to be brought into a new balance, combining its historically strong performance with an emotional identity.
Alongside a brighter, more summery look, particular attention has been paid to typography to ensure an optimal reading experience in print and digital media. To convey the essence of the brand visually, the new imagery uses blur effects to illustrate “making your own style visible”. It also reinforces the brand’s lifestyle appeal by placing its products in the target audience’s everyday surroundings.
To protect the tattoos as effectively as possible, a fold-over flap was added to the packaging. The packaging design was carefully tailored to build anticipation during unboxing, heightening customers’ curiosity and delight as they discover and develop their own style with inksters products.
