888 theory

Create harmony in chaos

2025

-empty-

800x1000

-empty-

1600x900

Rooted in Doha, 888Theory is a lifestyle brand inspired by the philosophy of harmony and balance in the everyday – 8 hours of work, 8 hours of play, and 8 hours of rest.

The brand approached us in search of a unifying symbol: a refined icon that could capture the essence of its 8-8-8 ethos and embody balance, rhythm and calm in the modern world.

We created the Star of Balance – a symmetrical, fluid emblem derived from the Arabic numeral for eight. Echoing the geometry of the brand’s logotype, the icon brings visual clarity and symbolic resonance to the brand’s visual identity. It now features across the label’s latest capsule collection.