The myth of Icarus' fearless flight towards the sun is one of timeless rebellion. That same adventurous, bold attitude can be found at the core of tattooing culture. In response, I created a brand identity for a tattoo parlor around that same sense of adventure and rebellion.

In keeping in that theme, I too wanted to rebel with the branding of Icarus Ink and make it a dichotomy of both itself and what’s expected of tattoo shops as a whole. Monochromatic black, grey, and whites are countered by vibrant, neon purples and pinks. The contrast of these colors pull clients away from the all-too expected black, red, and white that is seen in many tattoo parlors and gives them something that is different and unexpected.

This color scheme is reflected throughout business cards, apparel, and stickers offered at the tattoo shop.

Grecian-styled type in the logo and branding of the store harkens back to the story of Icarus. Branding is also carried through a variety of take-home aftercare products, including anti-bacterial ointment and scent-free lotion.