Hmm Tattoos.
This brand lives in mystery and ritual.
Think dark academia, a room full of things; the smell of old books, comforting chill from old brick walls. Casings lined with pinned butterflies, and the collected skulls eyeing you, from creatures long gone.
Tall candles pool into piles of wax bellow it, as their smell fills the room, while golden trinkets catch the light from the fire like small spells. Soft, velvet couches and dark, ornate wallpaper climb the walls, creating a world that feels long-lived and a touch enchanted.
It’s eclectic by design. Witchy academia woven with a collector’s eye. A brand that draws you in not with perfection, but with mood, mystery, and the strange elegance of things meant to be discovered, not displayed. Here, the atmosphere is the identity. Eerie and spooky in the most magnetic way.
The main logo was inspired by one of Hannah’s skulls from her personal collection, which stood out as a focal point within the studio. Positioned among many objects, it naturally demanded attention, acting as an anchor within the space rather than a decorative detail. This informed the logo’s role as a central element of the brand. The skull reference reflects themes of permanence, transformation, and reverence for craft, aligning with the studio’s atmosphere and Hannah’s approach to tattooing.
The branding for Hmm Tattoos was inspired directly by Hannah and the atmosphere of her studio. Visiting the space revealed an eclectic, highly curated environment shaped by instinct, collection, and personal ritual rather than trends or minimalism. This became the foundation for the visual direction. The brief explores dark academia through a tattoo-studio lens—layered, textural, and immersive. References include antique interiors, collector’s cabinets, old books, curiosities, and ritual objects.
