Station 22 and EZI were inspired by a poster created by the British government during World War II called "Keep Calm and Carry on", which encouraged the English to keep morale during this hard times. In this spirit of positivism and comfort, the brand was designed to promote concepts such as laughter (laugh), determination (thrive) and relaxation (chill). The brand has been tremendously successful and has shown an impressive increase in sales figures. EZI, therefore, created the brand image and visual for all the different labels.