The Identity is based on the perennial plant commonly known as Inca Inchi. It is native to the Amazon Rainforest, and its oil is present in all Amazing Space products and treatments. The square shape of the fruit capsule is used as a graphic element throughout the identity Challenges and key objectives It was a key issue to stress that Amazing Space is a brand that can be trusted - the ingredients are original, and all products are tested thoroughly. This is why an x-ray of the Inca Inchi capsule is used throughout the identity. “The starting point for the creative idea was the “Inca Inchi-capsule”, as the oil is to be found in all of the products and treatments of Amazing Spaces. The quadratic form of the capsule is therefore used as a common graphic element in all of the patterns, as well as the new recognizable logo. The shape is used in both packaging and bags. It is unfolded on all elements of communication.