Exin is an American designer fashion store representing popular and charismatic brands such as Ed Hardy, Christian Audigier, Bejeweled, Smet, Kowboys and Crystal Rock. The store was located on one of Riga’s main shopping streets and quickly gained a number of loyal customers, including some from neighbouring countries and famous music stars from Russia.

The brand development strategy for Exin involved its evolving visual identity, store layout and creation of communication guidelines. The concept devised by Staris' team for Exin was based on the principle of ‘extreme transformations’ provided by the vivid American designer brands represented in Exin’s stores. The creative concept is articulated by the slogan Change Your Skin and the chameleon logotype symbolising difference and yearning for transformation.