Abrau Club isn't a single store — it's a multi-format brand ecosystem: fashion and accessories retail, beauty points of sale, children's spaces, wine tasting areas, a restaurant and B2B conference environments. Creating a coherent visual identity across all of these, without flattening their individual character, was the core challenge of this project.

I developed the retail visual identity system from the ground up — starting with spatial moodboards and concept direction, then working directly alongside architects and interior designers to ensure the visual language translated into physical space correctly.

This included signage systems and navigation logic, point-of-sale materials, posters, postcards and branded retail elements across fashion, beauty and wine categories. For B2B and event formats — investor presentations, tastings, launches and special programmes — I designed tailored assets including easels, table tents and printed collateral.

Throughout, my focus was on cross-category harmony: making sure a customer moving from the fashion floor to the wine bar to the beauty counter experienced one brand, not three.

The brand had no unified spatial identity framework — each environment had developed its own visual logic independently, creating fragmentation across formats and making new activations slow and inconsistent to produce.