In 2012 we were briefed to create a new store environment for Indian menswear retailer Peter England that would accommodate the existing brand and understand its loyal customer base, while showcasing a wider range of product. Extending its range from formalwear into a selection of ‘work, rest and play’ apparel, Peter England required a new brand narrative as well as a new name. ‘Peter England Generation’ was created to support every aspect of the modern working man’s life, to nurture the customer from a young age through his professional career. Personas were created for each life stage, in order to profile each customer type, along with an appropriate brand environment and communications to support the customer throughout their shopping experience. The familiar brand colours are represented, with Illuminated fin details creating contemporary signage, and the unique shop front design can be recognised on any Indian high street or in any mall.