As part of its strategic realignment, Europe's leading beauty retailer Douglas has recast itself as a strong brand in its own right, a push back to the public perception that it is merely a distributor of major cosmetic brands. Such a shift required a new visual identity that radically broke with the brand's established appearance from the past 50 years. The new font is sans serif, italic—and very distinctive, thanks to striking details such as letters of varying widths. The ornamental initial letters can be used independently as the word "DO," a subtle invitation for customers to take their own beauty regimens into their own hands.