SPICE has always been considered as flagship of fashion and lifestyle among other shopping centres.

However, the brand's visual identity and communication had been around for almost a decade and no longer met the set ambitions. It was time for a transformation that would highlight SPICE among other shopping centres with its unique message. In cooperation with NORD DDB Riga, a new brand strategy was created, highlighting the aspiration of SPICE and its target audience to improve themselves both internally and externally, as well as a new slogan “Be who you want to be”.

In line with the brand strategy, we created a visual identity that permeates an intelligently dynamic character, embodying elegance in colours and typefaces, reflecting the ever-changing motion in the compositions.

Both the brand strategy and the principles and rules of the visual language are summarized in a digital brand book created and hosted on the Corebook platform.