Brand Tone

Inspirational, Resilient, and Humble.

Brand Values

• •Resilience and Perseverance
• •Artistic Integrity and Excellence
• •Humility and Gratitude
• •Cultural Heritage
• •Transformation

Best Practices

• •Lead with Story: Every piece of copy, from social media captions to website text, should be infused with the brand's core narrative of resilience, transformation, and artistry.
• •Emphasize "We" over "I": While Jose Lopez is the central figure, using inclusive language that acknowledges the team at Lowrider Tattoo will reinforce the value of humility and collaboration.
• •Maintain a Grateful and Humble Tone: Express gratitude regularly —to clients for their trust, to followers for their support, and to the art form itself. This reinforces the brand's grounded nature.
• •Focus on the "Why" Behind the Art: Don't just showcase the tattoos; explain the inspiration, the cultural significance, or the collaborative process behind them. This adds depth and aligns with the value of storytelling.
• •Use Inspirational and Empowering Language: The copy should aim to uplift and inspire. Words like "transformation," "resilience," "strength," and "journey" should be woven naturally into the brand's vocabulary.

Social Perception

Jose Lopez is highly respected within the tattoo community and by his clients. He is often described as a master of his craft, an inspiration, and a humble and charismatic individual. Clients and fellow artists praise the quality of his work and the professional atmosphere of his studio. His personal story of perseverance is a significant part of his public image and garners admiration. The brand is perceived as a high-end, world-class tattoo service, attracting a global clientele.

Copy Examples

• •Art is a journey of transformation. For me, that journey began with a challenge that reshaped my world and focused my vision. Every line, every shade, is more than ink on skin —it's a story of resilience, a testament to the strength we find in our deepest struggles. At Jose Lopez Gallery, we don't just create tattoos; we craft personal monuments to the human spirit.
• •More than a tattoo, this piece is a narrative of strength. We had the honor of bringing this story to life, a permanent reflection of an inner journey. Every detail is a word, every shadow a chapter. What story does your skin tell? #JoseLopezGallery #LowriderTattoo #ArtOfTransformation #BlackAndGreyTattoo
• •Your story is unique. Your tattoo should be too. At Jose Lopez Gallery, we specialize in custom black and grey tattoos that capture the essence of your journey. Helmed by world-renowned artist Jose Lopez, our studio is a space where art, heritage, and personal history converge. Book your consultation and let's create something timeless together.
• •The needle is only one part of the process. It begins with a story, a vision. It's a collaboration built on trust and a shared appreciation for the transformative power of art. From the initial sketch to the final detail, our commitment is to honor your narrative with unparalleled craftsmanship. This is where your story becomes art.
• •Wear our art on your skin, or display it on your walls. The same passion, detail, and storytelling that define our tattoos are now available as limited edition prints. The 'Collateral Beauty' series explores finding light in darkness, a theme that has shaped my journey as an artist. Bring the inspiration home. [Link to shop]