According to the brand, the “C-suite and the team of co-founders are all men of color who grew up in homes where tattoos were taboo.” The team commissioned Funeral, a design studio also based in Brooklyn, to create the brand.

Ephemeral says his initial approach to graphic design was aimed at creating a logo that was “something between the traditional vibes of tattoo parlors (eclectic and heritage-oriented); upscale salon structure (without being unreachable); playful to underline their warmth; and clinical to demonstrate their commitment to science and transparency.

Funeral created four logos – which are essentially wordmarks, rather than traditional logos – at the end with the intention that they appeal to “an inclusive demographic that represents variety and changing behavior.” . All logos were designed on a grid and use the same kerning to make it look like they have some kind of cohesion and ‘inform each other’. The agency has created four distinct variations of the ephemeral wordmark that each carry a different font style, ranging from a playful, cartoonish rounded sans-serif to a Blackletter-style font with a more traditional serif. All wordmarks are capitalized.

The brand uses various slogans as slogans, such as: Made to Fade; Regret nothing; and real tattoos: in a year. The brand’s typeface for other applications is of various weights from Switzerland BP International. A muted color palette of shades of brown, beige, green, gray and black is used on all touch points, including backgrounds for other branding elements, like the wordmark; photographic backgrounds; on posters; through social posts and more.

All Day Breakfast’s physical studio designs are directly influenced by the brand. “It is reminiscent of the idea of ​​an ever-evolving personality throughout the space, personifying the quadrant / four logos with an appropriate tension between hard and soft,” says Ephemeral. He adds that the interiors aim to provide visitors with “an immediate sense of calm, confidence and acceptance” as “an evolutionary approach to the traditional tattoo parlor”.

The space includes five individual rooms prioritizing customer privacy and COVID security. A mix of vintage, new, and personalized pieces from Brooklyn Fabrication adorns the boutique alongside black accents, local art, and a stocked refrigerator for guest enjoyment.

Ephemeral Tattoo initially works with five tattoo stations featuring artists Naomi “Nomi” Ayala, Phil Young, Chelsea Brooke, Marissa Lee (MVRISSV), Gusti Negara and Nasty Summer.

Ephemeral says his proprietary ink is the first and only real tattoo that fades after 9 to 15 months. He adds that the ink is applied by certified artists in the same way as traditional tattoos and made from FDA approved materials which are medical grade, bioabsorbable and biocompatible polymers. Over time, the ink particles become small enough to be eliminated by the body. The idea is that the brand mixes up the art that accompanies permanent tattoos while making them more accessible without the lifetime commitment to a particular design. Ephemeral Tattoo is located at 111 N 5th Street in Williamsburg, Brooklyn.