Industry
Sports, Fashion
Client
SARU Apparel
Built By Instinct
BECOME MONKEY
Saru comes from your primal senses, to wrestle and roll, to be agile and quick, to grip with the strength of your ancient forbearers. Those from whom we evolved long ago, and with whom we still share much of our DNA. The ones whose grip is as strong as we dream to have. The Saru. The Monkey.
BRINGING STYLE INTO MOTION
What’s the best way to bring this style to life and see the apparel in action? By creating a brand film that tells Saru’s story in a dynamic, visual way. It’s not about specific design choices or strict brand guidelines, it’s about capturing a feeling. A raw, organic way of storytelling that builds a brand people want to roll in. A look and vibe they’re proud to wear on the mat.
It’s just insanely fun to bring this kind of style to life through animation. There are no limits to what you can do, and that’s exactly why we went H.A.M. on this brand animation.
ICONOGRAPHY
The core icon of Saru is inspired by the Japanese symbol for “monkey” alongside a custom illustration of a monkey that serves as the central figure in our brand story. This design blends traditional Japanese tattoo aesthetics with modern illustrative styles. We merge these influences throughout our clothing line, using the monkey in various scenarios, often related to grappling and movement.
Design language
Our goal is to build a recognizable brand mark that can be applied across different formats, from rash guards and t-shirts to stickers and patches. Everything is designed to contribute to a cohesive visual identity that reflects the spirit of Saru and the direction we’re taking with the brand.
DISCIPLINES
▪ Creative Direction
▪ Design
▪ Animation