Camel launched its fashion leisurewear brand, Camel Active, with a focus on creating a distinctive brand logo and developing a comprehensive POS manual. The project involved close collaboration with interior designers to shape the aesthetic of retail stores, including the flagship launch in Cologne, Germany. Additionally, urban photography captured during travels to cities such as Moscow, New York, Milan, and Cologne was prominently featured in the stores’ interior POS designs. These visuals, combined with cohesive store displays, brought the brand's adventurous spirit to life in retail environments worldwide.