NINETIES

The Problem

The original branding lacked clarity and cohesion.

• The brand name was overused across multiple collections and shirt designs, making it hard for customers to distinguish or remember.

• The logo system wasn’t clearly defined, leading to inconsistent usage.

• Collection messaging often felt disconnected from the overall brand tone and lacked impact.

Before Re-design

The Solution

We refreshed the brand identity with a sharper, more memorable direction.

• We redefined the logo system, establishing a clear primary logo and flexible sub-marks to ensure strong recognition.

• We introduced the lollipop icon and symbol to bring more personality to the brand, adding a playful twist while staying true to its original ‘90s vibe.