It’s only rarely that we have the opportunity to work with a mass market product, although these jobs are necessary to support our more experimental work. REWE recognised its responsibility to not just go for the lowest-priced offer, and entrusted us with the development of its own-brand cosmetics line, MY. A job like this is not the time for experimentation. It’s about delivering solid craftsmanship. We followed the rules of the cosmetics genre with clear product lines and elegant execution. The outcome: the brand has been a massive success from the word go.