The DNA range of men's fragrance products is targeted at youth with an adventurous mindset. As a player in an extremely competitive market, there was a need to create a distinctive and impactful shelf presence. The brand name, DNA, harks back to the individuality of each person, and this was encapsulated with a custom-created font. The selective serif-like flourishes add an edge of dynamism and movement. The compass motif is inspired by the idea of exploration, and boldly finding one's own path. The elements of the compass also offer the opportunity for modifications to match the variants. The tag line, Live Bold, takes advantage of the impact of the Motor typeface.