the Brand:
Inspired by the golden age of black-and-white animation, the vibrant alleyways of Tokyo, and the boundless creativity of the surf, skate, and tattoo industries, Ruff Muff Co. was born. Grown from the sandy shores of Sydney, this streetwear/apparel company fights against the flood of sterile, generic designs, aiming to bring fresh, bold style to your wardrobe while prioritising top-tier design and production quality.
the Project:
I was brought onto the project to build the brand from the ground up, with significant creative freedom to explore ideas and establish a strong foundation for the brand's growth. My task included shaping the brand’s direction and launching its initial apparel line. In this project, we explore a series of logo and mark designs, branding elements, finished apparel concepts, and applications, all crafted with screen printing front of mind.
"HARMONY"
- Apparel Capsule 001.
Concept: In ancient Chinese culture the concept Yin and yang represents duality, symbolising the balance of opposing forces—light and dark—that coexist and complement each other to maintain harmony in the universe and conveniently our brand palette. This theme resonates throughout the body of work, bridging kind-hearted wholesomeness with good ol' timey debauchery.
"WASABI & SOY"
- Apparel Capsule 001.
Concept: You land in the bright, neon-lit streets of Tokyo, surrounded by a sea of chaotically beautiful advertisements in every direction. The dizzying effect makes you take a seat. As you look down to regain your composure you're greeted by a flyer at your feet, a break-through, its huge, it's Japan’s latest innovation: Wasabi & Soy, together at last!
"LAS MUFF NEVADA"
- Apparel Capsule 002.
Concept: You find yourself walking down a long, arched hallway. The growing roars of celebration fill the air as you approach a door. You turn the handle, and an intoxicating display of bright lights and sound dominates your senses. A waitress wearing cat ears hands you a complimentary cocktail and congratulates you on your good fortune—you’ve made it to The Cat & Mouse, a 5-star casino lounge in Las Muff, Nevada.
"LOVE DUNGEON"
- Apparel Capsule 002.
Concept: It’s dark; a bulb above the doorway flickers, and a flyer in your hand illuminates as you press the cold, heavy, metallic red door, which bears no sign. Breathing heavily as cover stories run through your head, you push through the door. You’re greeted by a vibrant array of colours and playful shapes, with the smooth sounds of bass guitar mixing with the scent of enticing fragrances, drawing you into a world of possibilities and curiosity: Ruff Muff’s Love Dungeon, "The #1 discount erotic wholesaler."
