Roles:
Brand Strategy, Visual Designer
Industry:
Fashion
Deliverables:
Branding Guidelines, Hologram
Timeline:
20 Days
About IRAAYA
IRAAYA blends Indian heritage with modern luxury, creating timeless ethnic wear for women who seek elegance with authenticity. The brand’s mission is to celebrate tradition while appealing to a global audience that values craftsmanship and sophistication.
The Problem
Despite the richness of the collection, IRAAYA faced challenges:
- Lack of a cohesive visual identity across touchpoints
- Difficulty in communicating the balance between heritage and modernity
- Limited recall due to the absence of distinctive brand elements
The Goal
To craft a premium, scalable, and timeless brand identity that:
- Captures IRAAYA’s dual essence of tradition and modern sophistication
- Establishes strong recognition and trust in the luxury ethnic market
- Provides consistency across digital platforms, packaging, and retail experiences
Our Process
Discovery & Strategy
Brand story workshops, heritage and luxury fashion benchmarking, and audience profiling.
Concept Exploration
Moodboards inspired by lotus motifs, jewel tones, and silk textures.
Logo & Identity Design
A golden lotus symbol paired with a bold serif logotype to express grace and luxury.
Typography & Color Palette
Serif fonts for elegance, sans-serif for readability; gold, maroon, and beige as core brand colors.
Visual Language System
Motifs derived from Indian textiles, minimal geometric balance, and negative space emphasis.
Applications
Packaging mockups, website hero visuals, social media templates, and fabric tags.
The Solution
We delivered a comprehensive brand identity system:
The Impact
The refreshed brand identity empowered IRAAYA to:
- Achieve consistent recognition across physical and digital touchpoints
- Elevate brand perception from a boutique label to a premium luxury ethnic brand
- Build a strong foundation for expansion into new markets with a unified presence