Ninety One is the newest addition to the iconic Truman Brewery estate on Brick Lane. This marks our 8th venue rebrand in a 7-year creative partnership with the development owners who were looking to open a new pub on the site of what was once the largest brewery in the world. Our challenge was to design a brand that would honour that immense heritage but feel current and welcoming enough to entice current and future generations of pub goers.
The creative direction for Ninety One was rooted in the foundational concept of being “Your Local.” Rather than designing for a specific niche, our strategy was to build an inclusive brand identity that felt welcoming to the diverse demographic of modern Brick Lane – from the weekday office workers and the local creative community to the weekend explorers.
We balanced heritage-inspired elements with a contemporary hospitality edge, using a palette of forest green and burnt orange to provide a comforting, traditional backdrop. By focusing on the shared human experience of a “local pub,” we crafted an identity that transcends trends and focuses on the long-term social fabric of the area.
We believe that a hospitality brand truly lives in the hands of the customer, so we developed a comprehensive suite of physical and digital assets to ensure a seamless experience. The core visual identity and secondary monogram system were applied across a wide range of tactile touchpoints, including textured card-stock menus, beer tap badges, bespoke coasters, and custom-branded matchboxes.
We also oversaw the environmental design, which included hand-painted interior signage and wayfinding that integrates naturally with the building’s architecture. To complete the rollout, we produced heavy-weight apparel for the staff team and created motion graphics to bring the brand to life across digital platforms.
Ninety One launched as a standout destination in Shoreditch, successfully bridging the gap between iconic historical status and modern hospitality. By leveraging the site’s unique heritage through a cohesive, physical-first branding strategy, we helped the Truman Brewery team transform a historic space into a vibrant and welcoming destination. This project stands as a testament to our long-term partnership with the estate and our commitment to creating brands that feel deeply rooted in their specific time and place.
