Lacuna Tattoo started when Kiera started a tattoo apprenticeship, she quickly began tattooing and discovered how tattoos changed the lives of the people she worked with. Lacuna Tattoo’s approach focuses on empowering women, and helping them heal through ink. Lacuna means to fill in what is missing, and that is exactly what her tattooing does. 

Me and Lacuna Tattoo teamed up to create a brand strategy and craft her own custom visual brand identity. The main objective was to differentiate her brand from other tattoo artists in the area and to attract females. To achieve this we focused on creating a logo that was feminine, with a toned color palette, and was inviting to all.

Step 1  - Target audience

We decided to focus on a feminine look, because of the fine line tattoo that Lacuna Tattoo specialises in. We highlighted this by creating a simple, one-line tattoo with a tattoo gun holding flowers.

Step 2 - Visual identity

The second step of the strategy was to build a visual identity that would be relevant to the target audience and appeal to them. 

Empowering • Simple • Feminine • Inviting • Elegant

To attract the audience of females who wanted tattoos, we decided to completely differentiate ourselves from other tattoo artists with earth-toned colors, and create a simple and empowering look. In order to highlight an inviting, elegant, and grounded brand identity we included a tattoo gun sprouting flowers. 

The imagery style is focused on a simple, inviting atmosphere with natural colors. This will help to make the brand more approachable to females who want a tattoo. It also highlights the tagline we created for Lacunna Tattoo, healing through ink. 

Lacuna Tattoo's brand design is a combination of empowerment, strength, and approachability. Crafted to appeal specifically to women who want more than a tattoo, the logo features a tattoo gun transforming into flowers at the end.

This design encapsulates Lacuna Tattoo's commitment to healing through ink, through fine-line female tattoos.