S Group, the biggest retailer in Finland, came to us with a bold idea. They wanted to change the perception of their hypermarket chain Prisma, from a store selling basic, cheap clothing to one with great style and contemporary fashion. The idea: A brand new clothing line in collaboration with beloved national superstar Antti Tuisku. Besides creating this brand, we were also tasked to envision and design the clothing line itself and how to launch it to the market.