Preparing to expand on EU markets, the brand needed a redesign that would strengthen its premium and sophisticated qualities, while achieving perceptual continuity with its previous design, and unisex look and feel. At the same time, we had to consolidate the entire visual system to ensure strong consistency across the range. The first step in our approach was to redefine the portfolio architecture as the baseline for a seamless customer experience and navigation through product lines and categories when shopping online and offline. Enlarging it to become a striking and recognizable brand device, we achieved the new Koozmetik’s branding feels fresh and artistic, just like the products it represents.