Comfy is a leading Ukrainian electric shop, which is known for its unusual advertising. However, its existing corporate design was rather discreet and unemotional. The new visual appearance is all about emotions. It is based on the joy of buying new gadgets. In order to attract as much attention as possible, the designers created a symbol for happiness and named it Fluff. It looks fluffy and seems to be a material the bright orange colour of which stands out against the contrasting light-green background. Fluff is designed to take any shape, can turn into a brand character and interact with products. In addition, a specially developed typeface gives the corporate design a louder, bolder and more vibrant appearance.