INKON
(Description)
INKON sells temporary tattoos that last two weeks — no needle, no permanence, no regret. The product worked. The brand didn't have a point of view, which meant the only growth lever was spending more on ads aimed at everyone. ROCHA came in on strategy first, identity second, diagnosing the real problem before touching the creative. The rebrand repositioned INKON around a specific stance and a specific customer: someone who wants to change how they look without changing it forever. The work earned a Behance InDesign Gallery feature.
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(Our Impact)
A brand without a position can only compete on reach. INKON was spending to be seen by people who had no particular reason to care. Niching down cut the addressable market on paper and sharpened every dollar spent in practice. After the rebrand, INKON had a reason for the right customer to stop scrolling and a reason for the wrong one not to. That's the trade. Performance marketing works harder when the brand knows who it's talking to. INKON now does.
Lead Design
Isabele Almeida
Strategy & Direction
Thiago Rocha
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