The name doesn’t say it all! This was the problem with the Tie Shop because the name carries in its product line. The design team understood the business breakdown and the objective of pushing the scarves business, despite the name barrier. In addition, we made sure that there was brand consistency through the stores. The outcome was a new visual identity that revolved around a strong logo engulfed by colorful scarves with a silky smooth movement that reflects quality and richness of the fabrics. Tie Shop, after the new VI, cannot be perceived anymore as the chain that sells ties, yet rather high quality fabric female scarves.