Designing a Fluid Identity That
 Reflects a Changing Culture

Inkbox teardrop

Inkbox is a fast-growing start-up company disrupting traditional tattoo culture. In addition to offering realistic and customizable, semi-permanent, organic fruit-based tattoos, Inkbox has fostered a community of artists and collaborators. With a widely successful crowdfunded Kickstarter campaign that raised over $275,000, the company launched in 2014 with robust sales and international media attention.

After three years of growth, Inkbox reached out to Concrete to create a comprehensive new visual identity system that better reflected their growing community, product offering, and internal culture. Concrete’s collaborative involvement resulted in a dynamic new brand expression that includes a new visual identity, website, photographic style, tone-of-voice, packaging, and retail experience.

The rebrand launched in 2019 at pop-up stores in Toronto, Tokyo and London.

  • Brand Strategy / 
  • Visual Identity / 
  • Art Direction / 
  • Messaging / 
  • Packaging / 
  • Print & Digital Guidelines
Old Inkbox logo with hexagonal teardrop and lowercase font Old Inkbox logo with hexagonal teardrop and lowercase font

The Existing Brand

Inkbox came to Concrete with a conventional and static brand that they had rapidly outgrown. Their existing identity felt more dot-com start-up rather than fully expressing the diversity of their community and product applications.

Looping lifestyle images showing how people bring Inkbox tattoos into their life and personality, with “for now” in a bold yellow font
Yellow teardrop with Inkbox product benefits in bold black font – “water resistant, natural ingredients, lasts 1-2 weeks, cruelty free testing, develops in 24H”
Inkbox brand identity Inkbox brand identity
Inkbox packaging record sleeves
NBA Inkbox collection
Inkbox product packaging and instructions Inkbox record sleeve packaging
Bold yellow Inkbox bag with black logo and yellow poly mailer with black teardrop on it
Inkbox apparel and in-store activation
Inkbox free hand ink packaging
Bold and bright Inkbox posters covering wall and ceiling
Inkbox posters with bold yellow and lifestyle imagery covering wall along city street