BR99 introduces itself through attitude rather than the clichés of the trade — no crossed scissors, no striped pole, no distressed wood.
The symbol is a square with a diamond set at its center, resolved in positive and negative: up close it reads as a gem, from a distance as a sign. Beside it, 'BR 99' in heavy geometric letters, stacked, carrying the weight of a signboard.
Parts of the symbol become cuts, stickers, tags and patterns. The result is an identity that is cheap to reproduce and easy to recognize, applicable to any surface in the shop.