One hundred
Building Morocco’s first fashion-led lifestyle brand for active, social living.
Create a monolithic brand that can hold activewear, streetwear and lifestyle products, while speaking to Gen Z without shutting out everyone else
One Hundred launched in Morocco with ambition that stretches across Europe and the USA. The brief covered the full build, from benchmarking and research through to strategy, brand creation, packaging, social media and campaign direction. The challenge was range. 70% fashion and 30% lifestyle needed to feel like one world, not two categories, with a clear point of view on wellness that stayed chic, comfortable and confident. Delivered in two months.
A simple idea, built to flex, the % angle becomes a signal of forward motion across every touchpoin
Benchmarking and research
We mapped the competitive set across activewear, streetwear and lifestyle brands, then pressure-tested what “living 100%” could credibly mean in product, tone and behaviour. The aim was clarity, a positioning that could travel beyond Morocco and still feel rooted in its origin.
Strategy and architecture
We shaped a monolithic brand system anchored in living 100%, active, healthy, social. It needed to accommodate everything from leggings to skincare to home objects without changing personality. “Nothing Less” set the bar, and the brand principles kept the expression warm, positive and confident.
Identity and rollout
The identity is built around the angle created by the % symbol, a small piece of geometry that reads as energy and positive forward motion. From there we developed packaging design, social templates and campaign cues so the brand could show up consistently, even as the product mix shifts.
From clothing tags to lifestyle packaging to social campaigns, one system that stays recognisable
We brought the brand to life across packaging and product touchpoints that span fashion and lifestyle. The system was designed to hold both the activewear and streetwear offer, plus the broader range, food, home essentials, accessories, skincare and MakeCare, without fragmenting. Social media templates and campaign direction used the same angle-led energy and confident tone, keeping the brand consistent whether it is styling an outfit, introducing a wellness product, or speaking to community and culture.
The result:
A clear, energetic identity for a new category leader in Morocco, built to scale across Europe and the USA
One Hundred now has a coherent monolithic brand that supports a broad product mix while staying true to a single idea, living 100%. The % angle gives the branding company a recognisable signature, and the tone keeps things warm, positive and fashion-forward. The result is a system that can flex across categories without losing confidence or consistency.
The brand launched in Morocco with reach designed for Europe and the USA, supported by campaign and social assets built as part of the two month sprint. The packaging and content system is set up to handle frequent product drops across both fashion and lifestyle, helping the team keep pace without reinventing the brand each time.
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