L’Etoile, the biggest cosmetic and perfumery retailer in Russia, approached our consultancy with the task of developing a new design for a range of customer loyalty cards. The project started with the development of a marketing idea that would differentiate the card from the numerous existing loyalty cards in the market and work as a catalyst for potential design. The developed marketing positioning, namely “the precious card”, enabled the creation of an emotional engagement for consumers and was successfully translated into a graphic device. The design of the card needed to carry company’s recognisable signature -”the star”, which was translated visually into a multi-faceted precious stone. This unique design along with the marketing idea will strengthen the cards value when collecting the points and increase customers loyalty.