The client
DELIVERABLES
- Brand Identity & Design
- Digital & Web Assets
- Merchandise
- Print Assets
Tenacious Genetics is a new UK-based Brazilian Jiu-Jitsu (BJJ) brand inspired by the mindset, discipline and resilience that define the sport. Created as an apparel brand for the BJJ community, Tenacious Genetics needed a distinctive visual identity that could establish the brand from the outset and work across both digital and physical applications.
PROJECT SCOPE
LTCA worked with Tenacious Genetics to create the visual identity for the new brand, taking the core values behind Brazilian Jiu-Jitsu and translating them into a bold, recognisable and flexible design.
The aim was to create a brand that felt authentic to the sport while avoiding a generic approach often associated with martial arts and fitness brands. We developed the identity with its future use in mind, considering how it would work across clothing, merchandise, digital platforms and printed materials.
The brand identity and design established the core visual direction for Tenacious Genetics, including the key graphic elements needed to create consistency across different applications. We also developed digital and web assets to help establish the brand online and create a strong visual connection between the website and wider marketing activity.
A major consideration was merchandise. As an apparel-led business, the branding needed to work effectively when applied to clothing and other products, from larger statement graphics through to smaller brand applications. We also created print assets to support the launch and provide a consistent brand experience across physical materials.
The Results
The completed identity gives Tenacious Genetics a distinctive starting point for building its presence within the UK Brazilian Jiu-Jitsu community. The branding provides a consistent visual language that can be used across apparel, merchandise, digital channels and printed materials.
The flexible design also gives the business room to develop future clothing collections and supporting products while maintaining a recognisable connection to the Tenacious Genetics brand.
The result is a new BJJ brand identity designed to work both on and off the mat, providing a strong foundation for the company’s future marketing, merchandise and digital activity.
