D.U.E. Brand is a streetwear brand rooted in the culture of San Fernando Valley. Founded by Antonio L., the brand serves as a creative platform to translate bold, unconventional designs into wearable art.
The project was driven by a vision to bring his unique ideas to life. Heavily influenced by the street art culture, the mission was to create a visual language that empowers the wearer, centered on the philosophy that one should never "underestimate" the power of an original idea.
D.U.E. Brand - (Don’t Under Estimate)
My role..
As the Lead Designer for D.U.E. Brand, I spearheaded the creative direction and visual identity for this brand. My goal was to translate the founder’s vision into a cohesive, high-impact brand that resonates with a younger audience.
I established a design language characterized by bold color, illustrative designs. My role spanned from initial concept to final production.
Brand Identity - Developed the core logo and visual system across apparel products.
Apparel Design - Created custom illustrations, focusing on unique, narrative-driven graphics.
Physical Branding - Designed custom hang tags, mailer bags, and prepped all files for print-ready production.
Creative Assets - Produced high-fidelity product mock-ups and performed professional photo editing to ensure a consistent, polished look for social media and marketing campaigns.
Mock-Ups
Social Media Posts
Some of the illustrations I created for t-shirt designs
A vintage-style illustration of a monkey dressed in a tuxedo with a red tie, a yellow flower in the buttonhole, smoking a cigar. The background features stylized text, ornate borders, and a signature at the bottom right reading "Brand".
Black and white illustration of a horse with a cartoon head, holding a card game piece in its mouth. The horse is standing on a small patch of grass and has a cartoon hand holding a bag of money with dollar signs, coins, and paper bills.
Cross-section of a sandwich bread with slices of ham, turkey, cheese, lettuce, tomato, and pickles.
Graphic design with a cartoon-style blue monster wearing sunglasses, with pink eyes and sharp teeth, screaming or roaring, surrounded by flames, and the words "YOUNG AND SQUADING" in large yellow text in the background.
A cartoon duck with tattoos on its face and body, wearing a baseball cap and sitting in rainbow-colored concentric rings, with the word 'Brand' in blue text at the bottom right.
A cartoon illustration of a cheerful yellow lemon with a smiling face, set against a background of large, colorful flower petals in shades of red, pink, orange, yellow, green, and blue.
Graphic art with text that says "GOD MADE GANGSTER GHEETO RAISED" in black and white, with pink graffiti overlay.
A cartoon illustration of a frog with a rainbow-colored back, wearing black sneakers, skateboarding, with the word 'Brand' in orange cursive text in the bottom right corner.
A cartoon-style woman in a space helmet with a tear on her cheek and tattoos on her face, raising her fist in front of a red grid background. The words 'NYC' are stylized at the bottom right in yellow.
Digital artwork illustrating a split face with a blue skull on the right and a colorful monstrous face on the left, with scattered letters spelling out words like "KNOCK" and "UNDERSTIMATE" in a chaotic design.