Ninety Percent
Ninety Percent are a luxury, responsible fashion label sharing 90% of their profits between their people and the causes they believe in. In 2023, we redesigned their identity, elevating the label’s messaging and brand 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.
