As part of East Street’s big glow-up.

I got the fun job of giving their in-house brand, Safe Hands, a makeover. The mission? Make it feel timeless and modern—like a slick tattoo sleeve that somehow never goes out of style—while making sure it didn’t just disappear on a shelf full of boring boxes.

I went for a bold, stripped-back identity with a wink at old-school tattoo culture—think heritage graphics, clean lines, and sneaky custom flourishes. To keep things planet-friendly (because even tattoo artists recycle), the packaging is made with recycled paper.

I also slipped little hidden quotes inside the boxes.

Because who doesn’t love cracking open a box of tape or derm and finding a tiny pep talk?

This project mixed storytelling, craft, and smart material choices, all while positioning Safe Hands as the go-to premium pick for the tattoo crowd.

The new line-up? Safe Hands Derm Protective, Safe Hands Surgical Tape, and Safe Hands Paper Surgical Tape—or as I like to call them, the holy trinity of “don’t-worry-I’ve-got-you-covered