At first glance, the two Portuguese brands RUEGA and ICECARE might not have much more in common than their origin. While RUEGA sells free-spirited women’s clothes, ICECARE has specialised on tasty ice cream. However, if one looks closer, RUEGA’s and ICECARE’s paths touch each other by their shared values, as well as their out-of-the-box thinking and attitude. Vitality, joyful living, existence that is pure pleasure, no associated guilt, increased wellbeing, economic power to live in the according mood and lifestyle bring the brands together. Their out-of- the-box attitudes are shown in a joint photo shooting that can be admired on these pages.