FIVE - NINE Brand Identity

'Five - Nine' is the ultimate Outlaw.

The Job? Come up with a name, strategy, and visual identity that embodied the very essence of the brand - grit, heart, and style.

As the sole brand strategist and designer on the job, I was in charge of making it all come together. From research and analysis, to carefully crafting the brand's name, logo, colour palette, typography, photography, and even texture. It all had to say the exact same thing - this is a brand for the outliers.

The final results? Well, take a look for yourself.

The name Five to Nine, officially 'Five - Nine' is a reflection of the brand rejecting society's structures. Outside of it standing against just societal standards like office hours, it also embraces the lifestlye that comes outside of that.

The posters have a noisy and almost retro feel to them

The brand photography is rough and focuses on the lifestyle, featuring street photography and grainy pictures.

The brand's packaging keeps it simple, with the brand colours and logo design.

Custom illustrations were designed to add and abstract element to the brand's visual identity.

The packages also feature different variations of the 'Five - Nine' brand logo.

The pixelated t-shirt design is supposed to look rough and stand out as a piece that welcomes imperfection.