SWEETLY INKED

When playworkgroup was given the opportunity to help launch Sweetly Inked, a tattoo art-inspired lifestyle brand of intimates and loungewear, we were immediately intrigued by the creative frictions inherent in this task. With a comprehensive menu of deliverables ranging from creative direction on product design, brand collateral and the development of a digital flagship to premiere events and omnichannel campaigns, we conceived of a premise bringing together expressive design, insouciant passion and a rebellious heart – deploying these values in a highly strategic, effective launch that set the foundation for an authentic and deeply compelling brand story. In a multitude of assets and dimensions (premiere collection videos, look books, runway shows, social media outreach, physical retail), we invited the consumer to “join the rebellion” – and so they did.