Tattoo Goo Brand Refresh – William Fox Munroe, Inc

Tattoo Goo Brand Refresh

Tattoo Goo Brand Refresh

The Magni Group partnered with WFM to refresh and modernize its newly acquired Tattoo Goo brand. Tattoo Goo is a leading tattoo aftercare brand available both through tattoo parlors and mass retail. While the brand had good recall within the tattoo community, its packaging and visual language was aging. A design refresh presented an opportunity to better engage with their audience and drive increased retail sales. In redesigning the brand, it was critical to build on recognizable equities while better organizing communication and bringing the excitement and passion of tattoo culture to the visual language.

By evaluating retail context and tattoo artistry and culture, WFM and the Magni Group brought fresh, clear designs to a broader gender-neutral audience and gained relevance with a younger demographic. WFM doubled down on the “black+color” equities and refreshed the system with an optimized color pallet and clear color-coding system for straight forward communication of contents and usage on top selling kits. Simplified designs helped to reduce redundant SKUs by consolidating regional and international packaging where possible.

A reinterpretation of the brand mark and color wheel icon modernized the brand and made it live more comfortably in a variety of formats in the physical and digital space. The introduction of a new monogram and tattoo iconography pattern support the system with subtle cues that reinforce the brand’s foundation as a comprehensive body art care solution.