99.8 is a clothing brand using environmental S.Cafe® yarn as the main material, with a product positioning of simple, leisure, and functional. The name 99.8 is derived from the fact that 99.8% of a cup of coffee becomes coffee grounds while merely 0.2% of which is drinkable; 99.8 devotes itself to bringing new value to the forgotten 99.8% of the coffee.
Environmental sustainability is the nature of the pursuit, therefore the minimal design of 99.8 work in concert with its brand spirit. The design utilizes single hue without drama yet fascinating. Our marketing strategy focuses on the emotional link, turning the brand into your daily life companion. We made use of the ring pattern of the coffee ground as the visual element and put spiritual quotes on packages, tags, and different ad materials to present a sense of free-will and warmth.