Ninety Percent

BrandingPackagingEditorialWebsitePrint

10 Dec

Written By Doing Me Doing You

Ninety Percent is a fashion brand making everyday pieces with a twist. With each purchase they share their profits with Children’s Hope,  a charity providing education and healthcare for local communities in Bangladesh. From 2022 to 2024, we redesigned their identity, tone of voice and website, which included elevating the brand’s positioning and strategy in the process. All to speak to an evolving aesthetic language of influences – from modern art and ancient history, to the natural world.

Our new monogram emerges from the business’s unique concept – 90% of their profits are shared. The logo elegantly embraces this number, drawing inspiration from the lemniscate (infinity symbol) and nautilus shells, as well as ancient British and Cypriot ruins.

Daniel Archer’s captivating photography is intertwined with a contemporary serif – allowing the product to take center stage, while graphics quietly communicate the brand’s values. We crafted a meaningful narrative in an uncomplicated manner. Paired with a brand architecture to elevate that copywriting at every touch point.

A curated collection of nature-inspired images and videos complements Daniel Archer’s thoughtful photography. Ninety Percent redefines sustainable fashion through his striking lens, capturing the essence of each garment. This library of supporting visuals reflects Ninety Percent’s commitment to both people and the planet. Our intentional, slow-paced approach sets the brand apart in a saturated content landscape.

Ninety Percent’s new monogram emerges from the brand’s unique concept – 90% of their profits are shared. The logo elegantly embraces this number, drawing inspiration from the lemniscate (infinity symbol) and nautilus shells, as well as ancient British and Cypriot ruins.

Daniel Archer’s captivating photography is intertwined with a contemporary serif – allowing the product to take center stage, while graphics quietly communicate the brand’s values. We crafted a meaningful narrative in an uncomplicated manner. Paired with a brand architecture to elevate that copywriting at every touch point.

A curated collection of nature-inspired images and videos complements Daniel Archer’s thoughtful photography. Ninety Percent redefines sustainable fashion through his striking lens, capturing the essence of each garment. This library of supporting visuals reflects Ninety Percent’s commitment to both people and the planet. Our intentional, slow-paced approach sets the brand apart in a saturated content landscape.