A new striking corporate identity has been created for Modström, the leading Danish fashion company. Their slogan “Breathe the Now” gets across the highly topical passion for fashion and offers a joint showcase for various collections. The wolf was chosen as a powerful metaphor for a company that behaves in an instinctive way. The visual link between wolf’s ears and the capital letter “M” creates a dynamic word and figurative mark. A matching colour scheme in grey, combined with the season’s colours and abstract textures, creates a contrast to the doubleexposed product pictures.