Every successful shopping ends with a bill whose aesthetic is strictly defined by legal and technical limitations. Characteristic dot/grid fonts that save paper, space and printing colour are invariably used. The described aesthetic principles are also the basis for a system that defines the visual identity, visual communication, spatial signalisation, architecture, additional furnishing and the entire shopping experience. The basic unit of the whole system is a square that builds the typography and later permeates all the needs of visual communication.