Project Title: Lunar Tattoo Society.
Project Date: May 2025.
Project Type: Branding.
Project Goals: Creating a comprehensive brand identity for Lunar Tattoo Society.
Introduction.
In a landscape where personal branding dominates the tattoo industry, two visionary artists from Iași – Raul Ștefan and Ștefan Rusu – set out to challenge the status quo. They envisioned a collective rooted in professionalism, artistic excellence, and a deep respect for the client’s journey.
Their ambition was clear: to build a tattoo society, not just another studio. One that offers a curated, consultative experience and fosters a sense of community. For this, they turned to subsign, looking for a strategic and creative partner who could translate their vision into a cohesive and elevated brand.
The challenge.
Most tattoo studios in Iași are built around personal brands. LUNAR set out to change that.
The challenge was to create an identity strong enough to represent a collective, yet subtle and timeless enough to reflect their minimalist philosophy. The brand also needed to position itself as educational and consultative, without losing the emotional and artistic appeal that tattoos inherently carry.
How do you communicate all this in a minimalist design system—and make it feel premium, personal, and scalable?
Solution.
We positioned the brand around the name LUNAR Tattoo Society – an identity that evokes rhythm, calm, reflection, and timelessness. The word “LUNAR” connects to cycles, depth, and artistry, all aligned with their values.
The visual identity focused on:
– A typographic logo—elegant and clean, with subtle character
– A supporting visual system inspired by lunar phases and natural symmetry
– A neutral, monochrome palette, complemented by editorial textures and accents for print and digital assets
– A modular, scalable system adaptable across merchandise, digital content, and interior design
Process and stages.
Discovery & Strategy: Through in-depth brand interviews, industry research, and defining tone, voice, and values, we laid the strategic foundation for LUNAR’s distinct positioning in the tattoo landscape.
Naming & Tagline: We explored multiple conceptual directions, refining them through filters of memorability, cultural clarity, and emotional resonance—arriving at the final name and tagline: LUNAR Tattoo Society / More than ink. A culture.
Visual Identity Design: We developed a strong creative direction through moodboards, then crafted a typography-forward, versatile logo—supported by custom graphics, patterns, and a well-defined typography and color system.
Application Design: We extended the visual identity through social media templates, merchandise previews, and signage concepts—then wrapped it all into a brand guide to ensure consistency across every touchpoint.
Challenges and learnings.
– Creating collective coherence while preserving individual artistry required nuance and flexibility.
– The minimalist approach pushed the team to focus on clarity and emotional tone—less became more.
– Educating an audience through brand design, rather than just visual spectacle, taught us to prioritize storytelling and content-first design principles.
The launch event.
The brand debuted with a highly successful launch event co-organized with ARC Agency.
Held in Iași, the event showcased not just the new studio space but the full LUNAR identity, from visual language to tone, storytelling, and community vibe. The response was overwhelmingly positive. Attendees praised the design system’s clarity and elegance, the cohesive brand presence, and the meaningful, personal interactions offered by the artists. It wasn’t just a launch, it was a statement of intent: that tattooing can be refined, thoughtful, and community-driven.
Client testimonial.
“They helped us with the entire identity manual of our salon and we are super happy with the result! They are professional and nice! We were pleasantly impressed by how responsive Alex and Vlad were to our requests. They helped and guided us a lot because at the beginning we didn’t have a very well defined idea of what we wanted.”
Raul Ștefan and Ștefan Rusu, co-founders of Lunar Tattoo Society
Conclusion.
LUNAR Tattoo Society is more than a tattoo studio, it’s a bold redefinition of what a modern tattoo experience can be.
Grounded in craft, care, and culture, LUNAR now stands as a benchmark for what’s possible when artistic vision meets strategic branding. From a simple idea to a thriving identity, this project proves that minimalism can have depth, and ink can have meaning.
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