The client
Avenue Ninety-Five is a fashion label founded from a deeply personal pursuit to redefine the post-pandemic wardrobe for modern women. The brand was created to offer pieces that move seamlessly between the professional 9-to-5 and life beyond the office. With an unwavering commitment to quality and sustainability, all garments are made in Italy using premium fabrics and expert craftsmanship. Avenue Ninety-Five champions fashion that is both beautiful and ethical, creating collections that leave a lasting impression in every aspect of life.
The Brief:
the challenge
Avenue Ninety-Five needed a brand identity that could reflect its core values: minimalism, femininity, and intention. The goal was to build a sophisticated and versatile brand world that would resonate with modern women who seek elevated staples, pieces that are conscious in both style and sustainability.
The challenges were clear:
- Create a visual identity that was premium yet approachable.
- Convey the duality of soft femininity and strong functionality.
- Ensure consistency across digital platforms, physical tags, labels, and social presence.
The goal
The aim was to develop a branding system that communicated the quiet confidence of the Avenue Ninety-Five woman, someone who values quality, clarity, and purpose. The identity needed to align with the brand’s Italian-made credibility while remaining contemporary and relevant in a global fashion space.
The Process and Outcome:
Visual Identity & Logo Design
The logo system centres on a minimalist wordmark that balances soft, refined letterforms with modern restraint. The design reflects the brand’s understated elegance and is supported by a stacked version and monogram for flexible application across tags, labels, and digital platforms. The logo was created to feel timeless, premium, and wearable—just like the clothing.
Colour Palette
The chosen palette is a complementary mix of muted pinks, warm browns, crisp white, and deep black. These tones evoke both softness and sophistication, helping the brand stand out while maintaining a clean, curated look. The colours were carefully selected to mirror the textures and tones found in the garments themselves.
Typography
Avenue Ninety-Five’s type system pairs a refined serif with a clean, geometric sans serif—balancing editorial style with modern clarity. This combination allows for elegant headlines while maintaining legibility across all formats, from social media to packaging.
Moodboard & Aesthetic
The visual direction is minimalist and feminine with an emphasis on texture, calm tones, and effortless styling. Inspired by the flow of daily life, the moodboard includes curated still life, wardrobe-inspired imagery, and warm neutrals to reflect the brand’s lifestyle appeal.
The Result
The final identity for Avenue Ninety-Five is confident, elegant, and considered. The branding encapsulates the brand’s mission to offer timeless fashion with purpose—garments that feel as good to wear as they are to produce. With a cohesive visual system and clear messaging, Avenue Ninety-Five is now positioned to grow its presence in the conscious fashion space while inspiring women to feel powerful in what they wear and what they represent.
