FUNERAL create a flexible identity system for Ephemeral’s revolutionary ‘made-to fade’ tattoos

Ephemeral is not your everyday tattoo parlour. By using special ink developed over a six-year period, their tattoos break down naturally over time; disappearing from the body after 12-15 months. Ahead of their first location opening in New York, Ephemeral’s founders reached out to Brooklyn-based graphic design studio FUNERAL in search of a brand to match the unconventional and revolutionary nature of their concept. The resulting identity aims to find balance between the recognisable visual language of a traditional tattoo shop and the high-end sophistication of a salon, offsetting heritage traits with pared-back playfulness through its typography. Capturing this concept is its flexible logo system, which uses four interchangeable typefaces to convey the desired range of moods. From Hatchet Display and Raval Blackletter to Monotype’s Impact and Times New Roman, the logos eclectically dance across the brand applications; with each typeface being modified to fit consistently within the same grid. Alongside Swiss Typefaces’ Suisse Int’l as the functional supporting typeface, the identity system is completed by its selection of earthy colours. Aiming to feel inclusive, natural and calming, the palette feels purposefully unexpected; successfully avoiding the overused black, white and gold combination common to the tattoo industry.