Ninety One

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 on Brick Lane 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.