100 Thieves website

100 Thieves (pronounced “Hundred Thieves”) is a Los Angeles-based apparel brand and e-sports organization, founded in 2017 by former professional Call of Duty player Matt Haag. It is home to numerous competitive e-sports teams – most notably in Call of Duty, League of Legends, Valorant and Apex Legends, as well as some of the most popular online content creators, such as Valkyrae, Vinnie Hacker and many more.

The marriage between streetwear and gaming culture lies at the heart of 100 Thieves’ branding, showcasing itself best on the website, as it represents the anchor point the company’s different ventures and collaborations.

In 2022, the in-house design team at 100 Thieves, consisting of Seso and George Nowack, established a new visual identity, creating a design system that “reflected the brand’s values and strengthened its presence with the audience.” The most prominent typeface to communicate that goal was the uncompromisingly bold Druk by type foundry Commercial Type. It is most noticeably used as a headline, taking up significant vertical space – yet its compactness allows text to save space in latitude. Druk’s wide counterpart does the exact opposite, prompting direct contrast when used as subheading and navigation.

For higher information density, the website established a tertiary typeface, Suisse Int’l, a sleek sans serif font by Swiss Typefaces, that is primarily used for product descriptions and the footer.