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Lazy Lover identity


Identity for new player to the Jiu Jitsu market.

Its been a great pleasure to work with the guys over in Portland on their start up sports wear company Lazy Lover Jiu Jitsu. Lazy Lover spotted a gap in the Jiu Jitsu market and launched their new brand over the weekend at the World Master championship.

We worked alongside Lazy Lover to create both a unique logotype and icon that represent the intimacy, connection, control and movement associated with the martial art / combat sport Jiu Jitsu. Over the coming months we are working alongside Lazy Lover implementing the branding onto all the upcoming apparel designs.

Their strapline sums up their vision perfectly ‘Honouring the lover and fighter in you’