Kat Von D
Retail

Kat Von D Beauty is the eponymous cosmetics line launched by the world-renowned tattoo artist, Kat Von D.

Owned by brand incubator Kendo, they work closely with Kat herself to develop each product.

Sheridan&Co developed the retail identity which has been rolled out exclusively across Debenhams stores throughout the UK.

Follow our journey See the end result

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH.”

Michael Sheridan - Chairman and Founder

Discovery

Kat is well-known amongst her fans. She works so closely on the brand that understanding her and her consumer was key in developing a strategy for the retail design.

Direction

“Self expression is at the heart of beauty, learn to express yours”

What we learnt about the Kat Von D consumer is that they are impossible to define. She appeals to such a diverse range of consumers who express their own personal stories through her product.

It was impossible to overlook the hugely emotional process involved and we wanted to celebrate this by infusing the retail space with the personality of Kat herself.

Design

“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE A BRAND INTO A PHYSICAL SPACE.”

Michael Sheridan - Chairman and Founder

Retail Design

Taking inspiration from Kat’s tattoo style, the brand’s aesthetic is bold and rebellious, referencing traditional tattoo style typography and intricate patterns in black, deep red and antique gold.

The final design features oversized 16th century cathedral-style arches, whilst antique inspired tables with curved legs showcase ornately detailed product testers – a gothic playground of richly coloured makeup.