द: RAAZ
BRAND IDENTITY & COLLATERALS
द: Raaz presented a unique challenge: how do you create brand language for a luxury retail store that moonlights as a speakeasy? How could we sell an experience that transforms with the setting sun?
My approach was to excavate the brand's post-colonialism-inspired aesthetic and translate it into language that honored both its artistic heritage and contemporary luxury positioning. The brand needed voice architecture that could celebrate its three muses – Salvador Dalí, Gayatri Devi, and Mata Hari – while maintaining commercial accessibility.
The challenge was creating language that could shift seamlessly from daytime retail elegance to nighttime speakeasy mystique without losing authenticity in either context.
A positioning line that captures the dual nature of their offering.
Each post made to feel like an invitation into an exclusive world.
Each stamp highlights the brand’s iconic elements, becoming a miniature manifesto.
