PRoject OVerview
Liquid Amber Tattoo & Art Collective, founded in 2001, is Vancouver's first female-owned and operated tattoo shop. Located in the historic Gastown district, the studio was established with a mission to enhance the presence of women in the tattoo industry.
Challenges
At the time of the rebrand, Liquid Amber identified the need to pivot their business strategy to attract recurring clients interested in larger, more intricate tattoo pieces. Their existing brand was not fully aligned with their new vision of becoming a high-end tattoo and art studio.
Solutions
We supported Liquid Amber in their rebranding and repositioning efforts to establish them as an exclusive, long-standing tattoo and art collective. By targeting a higher-end market, we helped create an atmosphere that is both community-oriented and inclusive, while appealing to the desired clientele seeking larger, high-quality artwork. The transformation positioned Liquid Amber as a premier destination in the tattoo industry.
Project Scope
Creating the logo
In the early stages of researching Liquid Amber's history, we learned that their studio has always been dedicated to inspiring and teaching female tattoo artists to find their way in the industry. They serve as a place for artists to truly be themselves and express their work under the shelter of Liquid Amber. Like a tree, Liquid Amber has grown to become a sought-after studio for artists stemming from their core.
customizing the Wordmark
The wordmark for Liquid Amber is modified from "Harbaro," a display font designed by Jeremy Dooley. We made slight adjustments to character details, such as the curvature of the serifs, and created an artistic flow between the letterforms, allowing it to be read smoothly from left to right.
FInal Logo Lockup
Creating the Brand IDentity SYstem
The colour combination of warm and cool colors created for Liquid Amber Tattoo is intended to establish a sought-after, calming, and nurturing atmosphere within the Liquid Amber brand.
unified visual system
To establish a unified visual system across various media applications, we crafted a graphic shape derived from the leaf shapes in the logo icon. We offered Liquid Amber various shape options to inspire creativity and ensure a recognizable look throughout the brand.
Getting the artist involved
Custom illustrative artwork was commissioned by each tattoo artist to represent their unique style. This artwork was used to create personalized collateral related to each individual artist. Additionally, we art-directed a refreshed photography style for each artist to showcase them on both print and digital platforms.
Aftercare Cards
We redesigned Liquid Amber's aftercare cards to be clear and concise. By creating custom icons to identify the key steps listed in the card instructions, we made the information on the cards much more inviting and accessible.
Aftercare Cards
Once we finalized Liquid Amber's new brand identity design, we began the process of incorporating their brand into their studio. We supplied them with paint colors that matched their color system and designed new signage to replace their existing signs. The client had a limited budget for their signage, so we found creative solutions and sourced cost-effective materials to meet their needs.
Artist Contributions
Working with Andrew was an absolute pleasure! He took meticulous steps to understand our business so that he could offer us a brand that really represented us. Business decisions are more streamlined now that we have a core branding identity. Since the rebrand, our business has grown exponentially. I'm certain we could not have achieved this much success without Andrews help!
