BlackWhiteGrey was born from a need to have a line of basic lifestyle goods that uncomplicates. Envisioned as a challenger brand that is positioned to underscore all other brands out there in the market, BlackWhiteGrey embraces essentialism. Everything was stripped down to the basic, where the identity is reduced to a simple black line,continuous and unobtrusive. Supported by images created for explaining the story of BlackWhiteGrey without using words, stark black and white images convey the sense of urban living that is kept clean, easy and straightforward. A completely new modular system was developed, consisting of three different sized boxes and shelving and display options.