in poznań, poland, creative agency minima is working alongside TATTOO.PL to change the way tattoos — and the people behind them — are perceived. in a fresh rebranding, the aim of the design is to reflect the philosophy and artistry that tattooists and their subjects embrace and reflect in their every day work.


all images by michał świtalski

 

 

‘our main aim is to popularize tattoo and body art through our activity and cooperation with the members of the tattoo subculture,’ says sławomir frączek, owner of TATTOO.PL. the goal of the minima agency in turn was to express the salon’s cultural mission and philosophy, and was responsible for designing the communication strategy, key visual, CI, BTL marketing materials and the studio website.

 

the new communication strategy and visual identity are far from the dark, stereotypical depictions of a tattoo studio. on the contrary, the design is simple and bright, with subjects presented on a backdrop of grey, white and black, holding aloft their smiling, intimate portraits. it’s a choice that’s more kinfolk than rolling stone, and succeeds in shining a thoughtful, uncluttered and meaningful spotlight on the tattoo and individual alike. minima’s design sweeps away the cobwebs surrounding society’s perception of what tattoos are, or what they represent, and suggests a more accurate, contemporary ideology based on artistry and self expression.


the images are framed using the passé-partout technique, where an image is mounted between glass and cardboard

 

 

the idea is accentuated by the campaign’s tag-line, ‘show you are not afraid’, and encourages a change of perspective on tattoo culture. tattoos, despite their increasing popularity, are still widely stigmatized and are an ongoing source of employment discrimination. the collection also includes a set of close-up photos, highlighting specific instances of beauty from the assortment of tattoos featured, and elevating the pieces to their rightful place beside other forms of art.


the design is simple and bright, with subjects presented on a backdrop of grey, white and black


tattoos, despite their increasing popularity, are still a huge source of employment discrimination


minima’s design sweeps away the cobwebs surrounding society’s perception of what tattoos are, or what they mean


the images are simple, emotional, and intimate


the campaign aims to highlight the artistry of the tattoo, and its emotional relevance to the owner


the aesthetic is more kinfolk than rolling stone


‘show you are not afraid’ encourages those with tattoos to display them proudly 


minima was responsible for designing the communication strategy, key visual, marketing materials and website


the collection also includes a set of close-up photos, highlighting specific instances of beauty 

 

 

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

 

edited by: peter corboy | designboom

Save

  • I can appreciate the quality of much of the artwork, but the art I liked 40 years ago is not the art I like today… I can also understand the ego boost you could get – for a few months ..especially amongst others who have personal art. But picture yourself with faded colors, sagging skin and out-of-date art in 30yrs. I see those people today, they permanently display bad judgement, unlike an odd haircut that grows out.

    Jim

    JimCan says:

have something to add? share your thoughts in our comments section below.

comments policy
LOG IN
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

PRODUCT LIBRARY

a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

design news