The new identity for HIONIDIS Men’s Fashion store is based on minimalism. We used basic geometric shapes, lines, triangles, simple forms and a colourful palette in order to create refraction, a digital feel and a grid texture as well, behind which the modern face of a fashionable man is shown. Based on this logic, we also designed the website through which, every user can become the face of the HIONIDIS campaign, simply by uploading his photo. A mixed technique (3D CG image, processing code, photography, illustration) was used as a solution to different applications of the project.