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.

We reframed the brand around a sharper, more organised interpretation of ’90s culture. Rather than using nostalgia as decoration alone, the creative direction translates its energy, colour and attitude into a system that can support contemporary collections.

A clearer hierarchy separates the master brand from seasonal graphics, allowing each collection to have its own story without weakening overall recognition. The personality remains fun and youthful, but the structure gives NINETIES greater confidence and consistency across both product and communication.

The identity was extended through typography, colour, packaging and social media layouts, creating stronger links between garments, campaigns and customer touchpoints. This modular approach makes the system practical for tags, labels, boxes, digital content and collection graphics while reducing unnecessary logo variation.