The logo harmonizes two different concepts: the practical spirit, represented by the helmet, and the emotional, domestic spirit, represented by the dog.

A great deal of work was dedicated to the signage system.

Big type and large and striking surfaces of color are meant to help one find the needed products as fast as possible.

A versatile layout based on a rigorous grid was implemented in order to support the large variety of products while preventing clutter.

Premium items were produced for both employees and customers, helping both getting accustomed to the new visual identity.