A brand new identity for tattoo royalty

MONARC

Brief

When the world's most renowned fine/tattoo artist and designer reaches out for you to brand his new creative studio, you suddenly find an empty slot in your schedule and accept the challenge. Our brief was to co-create a simple, masculine and timeless icon and word mark identity for MONARC that encapsulated Jun Cha's clear and passionate vision; to fuse the mediums of tattoo, fine art and photography to create a new, modern and sophisticated art form.

Approach

Jun's inspiration point for the brand icon was the 4 stage life cycle of the Monarc butterfly; a process that follows the transformation from egg into larva and chrysalis into butterfly, that then spreads it's wings to travel thousands of miles to ensure the survival of the species. The icon and word mark needed to be adaptable for use on any surface or product and embrace a 'black and grey' monotone palette that reflects Jun's passion for tattoo, baroque and renaissance art.

Result

The final icon and word mark conveys a subtle suggestion of the butterfly, designed with elegance and a confident simplicity fit for an artist of Jun's stature. Monarc's identity was unveiled at the studio's launch event in January 2015 in Downtown Los Angeles and attracted 500+ of the most influential players in the creative and entertainment industries. The media frenzy that ensued is testament to Jun's well earned place amongst the fine/tattoo art elite and defines Monarc as a creative studio with a powerful vision.

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