Shine´s brand was developed for the Middle East market with the intention of expanding into international markets. Shine thinks globally and acts locally by adapting its communication to each cultural background. The project consisted of naming, branding and designing the store environment. The brand identity is boldly reflected through the in-store experience, brand culture, high service-levels and communication. With a flexible visual identity that is responsive and adaptive to fashion’s rapidly changing trends, it consistently stays current and applicable across all forms of media and communication.