When it comes to sweating the details, tattooing is one craft where extra attention to the nitty gritty is crucial. Combining their focus, motivation, and creative drive, founders Brock Ryan and Stevie Boy opened their shop in London’s Old East Village neighbourhood in 2018, and have since grown into a  multi-artist outfit of like-minded creatives. With no plans for slowing down anytime soon, the Nitty Gritty brand has expanded further to include a barbering arm, along with a second location to house their flourishing team.

We worked with Nitty Gritty’s founders to develop a bold brand identity driven by bespoke typography that represented their no-nonsense approach to tattooing and set the stage for the shop’s exterior facade and moody interior. Building the brand out further, we created a lineup of shop merch designs that were applied to a variety of apparel and accessories.