G-star has enormous depth and breadth of product. To look like one brand in the consumers eye a clear definition of the brand's distinct dna for each category and channel became a very prominent need. With a new collection architecture being defined, a visual identity and brand hierarchy that consolidates and reinforces it became compulsory, and the exercise main goal was to uniquely define each of the capsules visual language and behaviour, while striving for consistency, clarity and improvement of the brand visibility.