Izola Showers came to Aesthetic Movement for assistance in expanding their company. For years they sold novelty plastic shower curtains to a select number of boutique shops, but primarily to stores like Bed Bath & Beyond. They were eager to expand and elevate their existing product assortment without alienating their longtime customers. The ultimate goal was to create a reputable home and lifestyle brand aimed toward the timeless gentleman. Together with the Client, we explored inspiration from various cultures and time periods. We looked at competitors and companies we admired. We created a new company mission. We edited the name.