The design challenge for Bloodline is to re-brand a tattoo ink manufacturer. The use of blood bags as ink containers, has never been seen in this booming industry, which creates a unique brand identity. The outer packaging for the bags is meant to look like a cooler, much like what medical blood bags would be transported in. Bloodline creates a new experience for the artist and client. The tag line, be a type O artist, is meant to show that anyone using Bloodline ink is a professional who can tattoo anything, just as a type O donor can donate to anyone.