The step into self-employment as a designer can be challenging. The search for a manufacturer, distribution and logistics, project organization and image building are some of the areas that have to be mastered. In addition, the market is characterized by many talented designers, from whom it is necessary to stand out in order to stand out from the crowd. The founders of naza believe that the individual signature of the label can contribute significantly to being able to establish itself on the market. This thesis is therefore dedicated to the definition of the brand Identity of naza and should provide information about which touchpoints are relevant for the brand image and how the brand identity can be transmitted.The label naza was founded in 2021 by Sabina Čuruković and Lisa Bauer as part of the master thesis at the Basel Academy of Art and Design FHNW. The focus is on the design of products, objects and spaces.