RAW is renowned for its pigment production, and I made it my mission to ensure my contribution to its branding mirrored that same reputation. Taking charge of its branding, product design, and digital campaigns, this case study outlines how I sculpted RAW's distinct identity in the tattoo industry.
RAW Pigments, rooted in over two decades of pigment manufacturing expertise, stands as an emblem of purity, consistency, and innovation in the tattoo industry. Breaking into the tattoo ink scene in 2013, RAW embarked on a mission to deliver acrylic-free, vegan, and organic pigments that artists vouch for and clients love. As a trailblazing pigment company, RAW merges scientific precision with a passion for artistry. During my tenure, not only did I play a pivotal role in molding the brand's visual identity but also in shaping its narrative across multiple platforms, further reinforcing RAW's position as a global leader in premium tattoo pigments.
FEATURED PROJECTS
Rebranding
Product Design
Social Media Reels and Web Banners
Printed Hardcopy Goods
Rebranding
When I initiated the rebranding for RAW, the brand was saddled with a visually unappealing logo, inadvertently replicated from another brand, and had been suffering the repercussions of association with amateur design work. The urgency was high to develop an identity that was not only unique but also visually striking. The tattoo industry is an enclave of discerning artistic minds, and I aimed to create a brand presence that would resonate with this audience, blending modernity with timeless elegance. I elected for serif typography, infusing uniqueness with a connected leg of ‘R’ to the stroke of ‘A’, and a selectively disconnected apex of ‘W’. The varied level of apexes injected a sense of multi-leveled dynamism into the wordmark, which has since become a celebrated feature in the industry. The rapid rebrand was not without its challenges but the transformation elevated the brand’s presence, receiving accolades at trade shows and compliments from industry peers.
I can honestly say the work you’ve done, I’m proud to show to my artists. I value your brains' artistic qualities and traits; how you put your designs together.
- James Muldown, Founder and Owner of RAW Pigments
Product Design
In crafting the design for pigment bottles, my focal point was to ensure the exterior resonated with the premium quality contained within. The labels boast a vertically placed logo and succinct badges highlighting the organic, acrylic-free nature of the ink, balanced with modern, thin stroke linework to set graphical boundaries. Clever, catchy verbiage like “Venom Not Included” for the “Black Widow” label added a layer of intrigue and uniqueness. My approach was to marry timeless design elements with contemporary trends, ensuring appeal to our artistically inclined audience. It was critical that every design choice echo the principle of ‘for artists, by artists’, ensuring our products spoke the same visual and qualitative language as our users.
If a company looks good, they present well, they probably know what they’re doing. This is what initially drew me to try RAW.
- Amber Joy, RAW Pigments Featured Tattoo Artist
Social Media and Web Design
Crafting the visual symphony for RAW's social media has been a journey both rewarding and expansive. Melding 3D renders, submerged ink visuals, mockups, AI-generated imagery, and sound design, we've sculpted unique, one-of-a-kind motion graphic compositions for our IG reels. Each promotion seamlessly intertwines with the thematic essence of our pigment names - Spoonbill birds gracefully soaring above a pink hue reminiscent of their namesake pigment. A horse, formed from liquid pigment, galloping across the screen to the backdrop of Deftones' 'White Pony' for our Pink Pony pigment. Transforming Barbie into a RAW-sponsored tattoo artist, crafting her studio in a way that skyrocketed our traffic tenfold in just a week. Every content piece for RAW's social media has not just been creation but an exploration, an exhilarating ride through uncharted creative territories.
Printed Hardcopy Goods
At RAW, our printed materials are crafted with an eye for details and a bold approach to unconventional design. I've explored various textures and mediums, utilizing elements like tape, stickers, chrome, and stark black, line-work, and flowing ink to create tangible pieces that stand out in the industry. From catalogs and business cards to magazine ads and sponsored artist posters, each item is not only a representation but a bold statement of our brand, ensuring a memorable and lasting impression in every interaction. Click the following links to see digital copies of RAW's printed catalogs and price guides; RAW Pigments Wholesale Presentation, RAW Pigments 2024 US Price Guide, and RAW Pigments 2024 EU Price Guide
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