We distilled that essence to its most elemental form—the nuts and bolts of style. From that idea, everything followed naturally. The concept was not about luxury stripped down, but about simplicity elevated; not about cost, but about clarity. Mr. Armani immediately connected with the nut and bolt as a symbol—it perfectly expressed his “basics” philosophy of jeans and T-shirts, and it quickly became the icon of the brand, appearing on banners, T-shirts, and even as nut-and-bolt earrings designed by Mr. Armani himself. The creative system extended this purity of design across every touchpoint: black-and-white advertising that felt bold and essential, the first introduction of color in a natural, everyday setting—a farmer’s market—reflecting authenticity over artifice. Out-of-home media treated the brand as a subway line, connecting fashion to the pulse of the street. Packaging came in a stylish brown bag, simple yet unmistakably designed. Every element—from the logo to signage and collateral—followed the same philosophy: the elegance of Armani reduced to its structural essentials.