A brand evaluation was completed with the studio. It was during this task that the problems, goals, and desires were outlined to help navigate the direction of the rebranding process. It became clear that the original name (7 Shangri-Las Art Emporium) made it difficult to attract the target clientele and that the current identity was hard to read, potentially adding to the problem.
A brand new name altogether was initially discussed, but it was decided to change the name to Shangri-La’s Tattoo Emporium. This allowed them to maintain brand recognition while also clarifying their message. A new identity system was then designed to support that message. It is inspired by the life of Tibetan monks and represents the tranquility found at the quiet and quaint tattoo studio located on the riverfront of Newburgh, Indiana.