808% takes its name from the iconic 808 drum machine, a sound that shaped generations of electronic music. Based in Seoul, the collective set out to define a visual identity that felt equally rooted in rhythm and place. The brand was built to stand apart within the club scene by fusing the pulse of contemporary DJ culture with references drawn from Korean visual tradition.
A flexible identity system combined hand drawn motifs inspired by traditional ink painting with bold pattern structures and kinetic compositions. This language extended across posters, motion graphics, stage visuals, and digital touchpoints, creating a cohesive presence from promotion to live performance. The result positioned 808% as a distinct voice in the scene: rhythmic, culturally grounded, and unmistakably modern.