DENMU × New Normal

We worked with DENMU, a California-based entertainment investment fund with a bold focus on video games. But the ambition went far beyond gaming itself: to build a high-end lifestyle brand that breaks clichés, bridges East and West, and positions gaming as a global cultural force. Our challenge was to translate this vision into a coherent brand world blending seemingly opposite influences such as retrofuturism, manga, luxury codes, and counterculture.