The 90 is a corner store chain with stores located primarily in major cities on the east and west coasts of the United States and are always located on the corner of an intersection.

The logo features a bold right-angle that alludes to the company's name, the type of store it is, and its location. A sans-serif typeface was used for the wordmark to complement the simplicity of the right-angle shape. The color orange was used to convey a sense of joy and positivity and to stimulate appetite.