LONELY SUNDAY
Building a tattoo care brand from the ground up, from identity and packaging to e-commerce, campaigns and content.
ABOUT THE BRAND
Lonely Sunday is a tattoo care brand created to make looking after your ink something you actually want to do. Its range of colourful, deliciously scented Tattoo Butters brings a bit more personality to everyday tattoo care, while using 100% natural, cruelty-free ingredients to moisturise and care for both new and existing tattoos.
OUR APPROACH
We wanted Lonely Sunday to feel genuinely at home in tattoo culture while still having an identity that was completely its own.
We built the visual direction around a dark, predominantly black identity, combining bold typography with a collection of tattoo-inspired illustrations that could become recognisable elements of the brand. Against that darker foundation, each Tattoo Butter introduces its own colour and personality, creating a range that feels connected while allowing every scent to stand out.
That contrast became a big part of the wider creative direction too, pairing the darker tattoo aesthetic with bright, flavour-led imagery that brings the scents to life in a more unexpected way.
WHAT WE CREATED
We built Lonely Sunday from the ground up, creating the complete brand identity including the logo, typography, colour system and illustrated brand assets, before developing the packaging across the full Tattoo Butter range and collection gift box.
We designed and built the e-commerce website in Shopify, set up the brand’s social channels and created the ongoing content needed to bring the brand to life online, from social posts and campaign creative to filming and editing UGC.
We also developed and ran Meta advertising campaigns, covering everything from strategy and concepts to ad creative and copy, with ongoing creative shaped by what we learned from each campaign.
Beyond digital, we’ve taken the brand into the real world too, creating event materials, banners, posters and sponsored artist creative, making sure Lonely Sunday feels just as recognisable in person as it does online. The event work carries the same tattoo-inspired illustration system and brand messaging into large-format applications.
THE RESULT
What started as an idea has grown into a fully realised tattoo care brand with a distinctive identity that carries consistently across products, packaging, e-commerce, social, advertising, content and events.
Lonely Sunday now has a recognisable visual world that can flex across different scents, campaigns and touchpoints without losing what makes the brand feel like itself. More than just an identity, it’s become a brand built to keep evolving as the business grows.
