Grapple Ghoul
BRANDING design
Challenge
Create a bold and cohesive brand identity for a new no-gi jiu-jitsu apparel label, designed to stand out in a saturated market.
The brand needed to appeal to modern grapplers who are drawn to clean minimalism, Asian cultural influences, and streetwear-inspired aesthetics.
Goal
Design a distinct and scalable brand identity that merges jiu-jitsu with minimal streetwear culture
Build a clean, responsive eCommerce site optimised for mobile-first users and quick conversions
Craft branded mock ups and social media assets to build awareness and consistency across all platforms.
Process
- Research & Inspiration
- Identified a gap in the no-gi jiu-jitsu apparel market for a brand that combines minimalist design, Asian influences, and streetwear culture.
- Conducted competitor research and gathered user insights from grapplers on what they value in training gear (durability, comfort, aesthetic appeal).
- Brand Identity & Design
- Developed the Grapple Ghoul brand identity: bold, cohesive visuals designed to stand out in a competitive niche.
- Created logo variations, apparel graphics, and social media mock ups to establish a consistent aesthetic.
- Prototyping & Sampling
- Partnered with a manufacturer to produce initial product samples (rash guards).
- Focused on balancing quality, fit, and design to ensure both performance and style.
- Wear & Test Phase (current stage)
- Distributed samples to selected jiu-jitsu practitioners for real-world testing.
- Collecting feedback on fabric durability, fit across sizes, comfort during training, and overall design appeal.
- Iteration & Refinement (upcoming)
- Based on feedback, refine sizing, materials, and design elements.
- Prepare updated prototypes before moving into final production.
- Next Steps
- Launch small-batch production run.
- Develop marketing strategy and digital presence (website, socials) to build community and anticipation.
SOLUTION
Created detailed product mock ups for rash guards, tees, and accessories.
Built a consistent visual language across Instagram feeds, reels, stories, and campaign teasers
OUTCOME
Preparing for the next stage: refined production and small-batch launch, supported by a digital presence (website + social media) to build anticipation and community.
