Our research showed that Prostor outlets sold more personal care and beauty products than their competitors. We decided to base the strategy on beauty-related messages and worked out two polar approaches. From the one hand, beauty means feeling comfortable in your own skin, self-confidence and independence from the opinions of other people. This is a positive trend created and cultivated by global cosmetic brands. From the other hand, beauty means working on yourself regularly, including workouts, dietary habits and cosmetic procedures. This is an anti-trend which we have used to shape the brand’s model. You may assure people and yourself that you are what you are, but ultimately beauty means a hard work on yourself. So get yourself off your homely coziness and go to a Prostor store. Based on this strategy, we developed an integrated system of brand’s visual identity.