FOLLOW ME

the brief:

Renato Cantarelli possesses a multifaceted nature, defined by a talent that expresses itself through countless skills. He is an eclectic profile, capable of moving across distant and sometimes opposing fields, finding harmony in contrast. His encounter with the symbol of the Electric Monkey marked him deeply, revealing an ancestral connection with what this figure embodies on a symbolic level. Driven by the courage of the lion and the joy of the dolphin, he chose to leave the safe harbor of his habits to design a life that fully expresses the authenticity of his Being. Electric Monkey is freedom, boldness, intensity. It is connection, rhythm, and loyalty. It means acting with ingenuity, care, and constant presence. But above all: “Electric Monkey is you being a part of me.”

strategy:

The brand identity stems from the need to visually translate the complexity of the figure behind the project. The creative solution revolves around the EM monogram: a graphic mark where the initials merge into an electric spark — a symbol of dynamic energy — and a heartbeat, evoking courage and the individual’s full presence in action. At the core stands the Monkey character, portrayed in constant motion. True to its exploratory and unconventional nature, it acts with awareness in every context, moving freely beyond any boundaries that might limit its expression. The color palette follows the same logic of contrast: electric blue and vibrant red interact with a craft-inspired tone, capable of bringing warmth and balance to the whole. Finally, the design system is intentionally agile and flexible, conceived to fully enhance a sense of absolute freedom.