Haze was the first big challenge for me as a professional who creates brands. Starting from the concept of the business and finishing in creating a unique visual language that resonates with the audience. After the big success of the FIRM brand the task was to recreate something similar but for women. If FIRM was something that was growing inside of me my whole life, Haze was a completely different world with it rules and idols. The challenge was to get into the world of women’s beauty and flip it upside down. Looking back at how the audience took the brand I can say that the task was fulfilled. It wouldn’t have been possible without talented people behind the brand who got the feeling of the brand right and built even more than I had put into the base. Nowadays Haze is a cultural phenomenon that changed the look and everyday living of Kiev.