RAS
RAS
RAS
Capturing the essence of understated
Capturing the essence of understated
Capturing the essence of understated
Brand strategy, Visual direction, Art direction
Brand strategy, Visual direction, Art direction
Brand strategy, Visual direction, Art direction
A suit label for the life you actually live.
A suit label for the life you actually live.
A suit label for the life you actually live.
Much of Indian ethnic wear speaks at one volume: occasion-led, embellished, tied to the season. RAS began with the opposite belief, that fabric is a canvas and the most considered garment is the one that doesn’t need to announce itself.
The brief was to give a new suit label a position, a point of view, and a visual language that could stay quiet without ever reading as plain.
Much of Indian ethnic wear speaks at one volume: occasion-led, embellished, tied to the season. RAS began with the opposite belief, that fabric is a canvas and the most considered garment is the one that doesn’t need to announce itself.
The brief was to give a new suit label a position, a point of view, and a visual language that could stay quiet without ever reading as plain.
Much of Indian ethnic wear speaks at one volume: occasion-led, embellished, tied to the season. RAS began with the opposite belief, that fabric is a canvas and the most considered garment is the one that doesn’t need to announce itself.
The brief was to give a new suit label a position, a point of view, and a visual language that could stay quiet without ever reading as plain.
The Foundation
The Foundation
The Foundation
Before RAS had a logo, it had a point of view. Through client conversations, market mapping and a written brand foundation, we shaped the ground every visual decision would later grow from.
Before RAS had a logo, it had a point of view. Through client conversations, market mapping and a written brand foundation, we shaped the ground every visual decision would later grow from.
Before RAS had a logo, it had a point of view. Through client conversations, market mapping and a written brand foundation, we shaped the ground every visual decision would later grow from.
Explore the thinking
Explore the thinking
Giving belief a form
Giving belief a form
Giving belief a form
Once the strategy was set, design began, translating words like fabric, honest and understated into letterforms, colour and imagery.
Once the strategy was set, design began, translating words like fabric, honest and understated into letterforms, colour and imagery.
Once the strategy was set, design began, translating words like fabric, honest and understated into letterforms, colour and imagery.
The final logo came through refining, round after round. Its joined letters carry the continuity of a drape. A refined serif lends a premium presence, while soft curves keep it contemporary, a balance of modern and rooted.
The final logo came through refining, round after round. Its joined letters carry the continuity of a drape. A refined serif lends a premium presence, while soft curves keep it contemporary, a balance of modern and rooted.
The final logo came through refining, round after round. Its joined letters carry the continuity of a drape. A refined serif lends a premium presence, while soft curves keep it contemporary, a balance of modern and rooted.
We also drew the name in Tibetan script. Built from the same curves, terminals and stroke contrast as the Latin logo, so that the two read as one family.
We also drew the name in Tibetan script. Built from the same curves, terminals and stroke contrast as the Latin logo, so that the two read as one family.
We also drew the name in Tibetan script. Built from the same curves, terminals and stroke contrast as the Latin logo, so that the two read as one family.
The palette was drawn from the land RAS comes from, Ladakh. Earthen, soft and unforced, each colour sits close to nature, so the brand feels at home.
The palette was drawn from the land RAS comes from, Ladakh. Earthen, soft and unforced, each colour sits close to nature, so the brand feels at home.
The palette was drawn from the land RAS comes from, Ladakh. Earthen, soft and unforced, each colour sits close to nature, so the brand feels at home.
RAS is a contemporary Indian suit label rooted in the philosophy of fabric as a pure canvas — quiet, versatile, and intentionally made.
RAS is a contemporary Indian suit label rooted in the philosophy of fabric as a pure canvas — quiet, versatile, and intentionally made.
RAS is a contemporary Indian suit label rooted in the philosophy of fabric as a pure canvas — quiet, versatile, and intentionally made.
Made slowly, worn often, and kept for years.
Made slowly, worn often, and kept for years.
Made slowly, worn often, and kept for years.
Softwares used:
Softwares used:
Illustrator
Figma
Photoshop
Illustrator
Figma
Photoshop
Illustrator
Figma
Photoshop