RMX Joss, Indian exporters of apparel, launched a retail store called Joss in New Delhi, for young, urban customers. As the target audience prefers international labels for their global glamour, Illum packaged Joss to come across as brand that one could find in Paris, London or New York.

Illum developed a highly illustrative logo for Joss. The innovative prints and eclectic designs of Joss invite discovery. The branding wove intrigue around the brand to pique the interest of an inquisitive and fashion-conscious audience.