The brief clearly stated to evolve the brand rather than create a re-brand. Given the numerous channels required, a palette of type, colours, illustrations and graphics inspired by the world of GRACE and its founder Ilana Moses was created. A true creative collaboration. A new brand articulation enabled us to create an engaging brand story with numerous chapters that fell across the complete identity package. This project included new collateral from store bags, tissue paper, VIP cards, consultation on the new Ecommerce website, EDM templates, shipping tape, signage and a detailed brand book that was designed to engage prospective brands. The project was 12 months in the making and an outcome that we are extremely proud of.