Brand Tone

Passionate, expert, and edgy. Professional and deeply knowledgeable for machines, expressive and street-culture aligned for apparel. A confident tone stemming from authentic experience in the tattoo world.

Brand Values

• •Authenticity & Heritage
• •Craftsmanship & Quality
• •Community
• •Artistic Fusion
• •Innovation

Best Practices

• •Always Lead with Authenticity: Whether writing about machines or t-shirts, the copy should always feel like it's coming from an experienced tattoo artist, not a generic marketer. Use industry-specific language where appropriate and speak from a place of passion for the craft.
• •Bridge the Two Brand Pillars: When promoting apparel, connect it back to the core identity. Use phrases like "Inspired by the hum of the machine" or "From our tattoo studio to your wardrobe." This ensures the streetwear feels like a genuine extension of the core brand, not a separate venture.
• •Maintain a Confident, Expert Voice: Avoid hesitant or overly salesy language. The tone should be one of a master craftsman who is confident in the quality of their work. State facts about the products clearly and directly.
• •Visually and Verbally Align with Tattoo Culture: The copy should always reflect the aesthetic of the brand—edgy, artistic, and respectful of tattoo traditions (like Neo-Traditional, Japanese, etc.). The vocabulary should resonate with the target subculture.
• •Emphasize "Handmade" and "Artist-Driven": These are the brand's biggest differentiators. Every piece of copy, where relevant, should reinforce the idea that the products (whether a machine or a t-shirt design) are born from the hands and vision of an actual artist.

Social Perception

Within the tattoo industry, Calma Coils is perceived as a credible and respected builder of custom tattoo machines, a specialist brand by and for professionals. For the general public and apparel customers, it's seen as a core, authentic tattoo culture brand, edgy, artistic, and deeply connected to the tattoo lifestyle.

Copy Examples

• •The Heartbeat of Your Art. You can't compromise on your lines. You can't afford a machine that quits. The Calma Coils Liner is the extension of your hand you've been searching for. Handmade in Athens by a tattooer, for tattooers. Feel the difference that 25 years of experience makes. Stable, reliable, and built to put in the work, day after day. Trust your art to a Calma.
• •Wear Your Art. This isn't just a design; it's a statement. Born from the needle and ink of the Athens tattoo scene, our Hannya Mask hoodie is for those who live the culture, not just admire it. Created by tattooers, for the tattooed. Welcome to the Calma Coils mindset.
• •Our latest custom shader, built for smooth gradients and solid color packing. 10 wrap coils, pure silver contact screw, and a hand-tuned frame ready for countless hours of tattooing. This one is heading to a new home in Berlin, but we're ready to build yours. DM for custom inquiries. #CalmaCoils #HandmadeTattooMachine #TattooGear #CoilMachine
• •From sketch... to stencil... to skin. The final result is everything. That’s why we build machines that make every line count. 💉 #TattooArtist #NeoTraditional #CalmaCoils #TattooProcess #AthensTattoo
• •Why "Calma"? For a tattoo artist, "calm" isn't a lazy Sunday. It's the absolute focus when you're pulling a critical line. It's the peace of mind knowing your machine won't fail you. It's the quiet confidence that comes from mastering your craft. That's the feeling we build into every single one of our handmade machines. That's Calma Coils.