Wrath Nexus Tubes

As an artist, your hands are the most integral asset you have - this statement was the inspiration when conceptualizing the next-generation disposable tube for TATSoul. I had spent prior years positioning the brand as being dedicated to creating and manufacturing products made with top-quality materials, designed to extend the longevity of an artist's career. The strategy for marketing the Wrath Nexus Tubes was to emphasize the “why”; tattoo better, longer, and more comfortably. The creative assets would focus on showcasing the benefits as well as the tubes being used by influential professionals.

Target: Artists that have been tattooing for a while, want to look out for their body, want to have more control and be more comfortable while working

Insight: Disposable tubes do not support long hours of tattooing with your hand in a fixed position with heavy vibration. Most are uncomfortable and left a lot of opportunity for comfort and functionality improvements

Voice/Vibe: Innovative, concerned, professional, creative, luxury

“OTHER” DISPOSABLE TATTOO TUBE EXAMPLES

Why you NEED this LUXURY grip

Career Longevity

My goal was to convince artists to invest an extra $10 per box on disposable tubes. I worked alongside the founder and product development to create an industry-first, game-changing "finger-ledge" with an extended grip pattern that allowed for increased control and reduced fatigue by not forcing the artist’s hand into the typical positions that caused hand-cramping. The use of high-quality Japanese polymer in Wrath Nexus Tubes prevented flexing and snapping, a significant selling point for tattooers hesitant to switch from stainless steel.

Photographs were taken to include a space where text could be added and changed by designers easily. I had my team use a mix of raw and natural materials like wood and cement, as well as a workplace set up for backdrops, to allow the tube color to pop and convey an element of authenticity and connectedness to the community.

The Martlet Tattoo Parlor in Hollywood, California held an annual all-day flash tattoo fundraiser to support Joyful Heart. The event organizer, Still Not Asking For It (SNAFI), promotes awareness and discussions of sexual assault and violence in the tattoo community. This event would eventually grow to encompass nearly 80 shops globally. TATSoul would become the main sponsor through donations of Wrath Nexus Tubes and whatever was leftover from the event would make its way into potentially new artist’s hands.

Packaging for Wrath Nexus Tubes was viewed as another channel to educate customers on why they should choose these tubes over others. Postcard-style box inserts and the catalog spread included a clear shot of the tubes along with testimonials from world-renowned tattoo artists that specialized in different styles.

Pop-up banners detailing the Wrath Nexus Tube selling points were strategically placed at events. At smaller, more curated shows, Wrath Nexus Tubes were supplied to artists working at no cost. We knew we had developed a superior product and once an artist tried them, it would be hard to use anything else.

Convention Display & Strategy Project

NO MORE HAND CRAMPS

SAVE YOUR HANDS

I wanted Wrath Nexus Tubes to feel premium but not completely refined. Why would we create any art ourselves when we had the very best artists at our fingertips? I reached out to illustrator Thomas Fernandez to help with creating a design for merchandise promoting the Wrath Nexus Tubes. *If you look closely there are actually subpar disposable tubes in the pile of bones!

Soft Goods Project

In heading creative and marketing efforts, and collaborating with product development and knew that our next disposable tube had to be a color that differentiated itself from the rest. We went with Tiffany Blue. There was what felt like an unlimited supply of user-generated content! We had successfully made a product that was recognizable from even 20 feet away.