blksrm

BLACK SERUM

BLACKWORKERS TATTOO STUDIO

WOOKMAMA | 2017

VISUAL IDENTITY
USER EXPERIENCE
USER INTERFACE

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BACKGROUND 

 

BLACK SERUM IS A TATTOO SHOP IN SAN FRANCISCO, CA, LED BY BRÜCIUS – ONE OF THE STARS OF THE WEST COAST TATTOO SCENE. HERE’S THE RESULT OF AN UNUSED PITCH FOR BRANDING, VISUAL DIRECTION AND WEBSITE OF THE BRAND.

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THE BLACK SERUM SHOP ON VALENCIA ST, SAN FRANCISCO.

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TATTOO BY BRUCIÜS. THE DETAILS ON HIS FEATHERS ARE SPECTACULAR.

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PAINTING INSIDE THE SHOP AMONG TAXIDERMY AND VINTAGE TOOLS. 

APPROACH 

 

MEETING WITH BRÜCIUS IN HIS SHOP WAS ALWAYS INSPIRING. EARLY ON, WE SUGGESTED THAT THE WEBSITE WOULD NOT ONLY CARRY IMAGES OF THE WORK BUT ALSO REFLECT THE ATMOSPHERE AND CHARACTER OF HIS SPACE. HE HAS A PASSION FOR HANDS, TOOLS, TAXIDERMY AND WORKS EXCLUSIVELY IN BLACK. THE VISUAL DIRECTION IS BASED ON A BALANCE BETWEEN THE MODERNISM OF THE TYPE TREATMENT, AGELESS ICONGOGRAPHY WORK AND VINTAGE IMAGERY. THE PHOTOGRAPHY, AS A REFLECTION OF HIS WORK, WOULD HAVE NO COLORS.

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IMAGERY INSPIRATION BOARD

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(CONTEMPORARY TYPEFACE TREATMENT)

( CONTEMPORARY TYPEFACE TREATMENT )

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(BLACK SERUM'S EXISTING ICONOGRAPHY LIBRARY)

( BLACK SERUM'S EXISTING ICONOGRAPHY LIBRARY )

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imagery

(GREYSCALE IMAGERY)

LOGOTYPE 

 

BLACK SERUM IS BRÜCIUS’ REALM BUT HOSTS OTHER ARTISTS AS WELL AND HAS BOTH AN ONLINE AND OFFLINE SHOP. WE NEEDED TO TREAT THE LOGO AS A SERIOUS BRAND. THOUGH THE NAME REMAINS BLACK SERUM, WE SUGGESTED REDUCING IT TO BLKSRM TO MAKE IT MORE UNIQUE AND STAND OUT FROM THE COMPETITORS. ASIDE FROM THE LEGAL ASPECT, ADDING THE TRADEMARK CONVEYS THE IDEA THAT THIS IS THE LOGOTYPE OF A BRAND, NOT OF AN ARTIST.

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TYPEFACE 

 

IN THE TATTOO FIELD, FANCY HANDWRITTEN AND VINTAGE TYPEFACES ARE PREDOMINANT. WE APPROACHED IT WITH THE ANGLE OF HAVING A MODERN, MONO TYPEFACE (FOUNDERS GROTESK MONO), WITH UNUSUAL AND UNCONVENTIONAL TREATMENT.

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COLOR PALETTE 

 

WE LIMITED THE COLOR PALETTE TO ALMOST ONLY BLACK. THERE WAS OBVIOUSLY A NEED FOR SOME GREYSCALES IN THE IMAGERY AND A CREAM WHITE FOR BETTER LEGIBILITY IN THE TYPEFACE.

COLOR PALETTE 

 

WE LIMIT THE COLOR PALETTE TO ALMOST ONLY BLACK. THERE IS OBVIOUSLY SOME GREYSCALES IN THE IMAGERY AND A CREAM WHITE FOR LEGIBILITY IN THE TYPEFACE.

BLACK #000000

GREYSCALE (IMAGERY)

CREAM WHITE #D6D5D0

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WEBSITE LAYOUT 

 

THE PRINCIPLES OF THE VISUAL DIRECTION ARE BOLD WITH LIMITING COLORS AND TYPEFACE TREATMENT. THE WEBSITE FOLLOWED UNUSUAL RULES IN ORDER TO ACCENTUATE THE BOLD FEELING OF THE BRAND: WE STARTED WITH A BLACK CANVAS DIVIDED INTO FOUR COLUMNS WHERE IMAGES WOULD LIVE IN 25, 50, 75 OR 100%. NO MARGING, NO PADDING. THE TYPEFACE WAS PLACED ON THE SAME GRID AND FOLLOWED THE ZERO PADDING RULE.

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