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Ehsaas
Branding
Ever wondered how boat is now synonymous to an electronic brand and not just a boat we grew up imagining?
Why can't Flamingo be one?
They are super elegant, graceful, beautifully attractive and an amazing symbol of balance, love and strength. They are flexible and adaptable. Flamingos are also highly social birds. Don't they represent all that a brand needs to have?
Parent brand
Team project
Mission; how
Bring everyday confidence with elegant touch.
Vision; what
Brand purpose; why
Brand Philosophy
Raya stands as the beacon of luxury, extending its reach to all, ensuring accessibility without compromise. We empower individuals with confidence and infuse elegance into every aspect of their lives. We are a lifestyle brand, catering a wide range of sectors.
Raya
We, at Raya, believe elegance isn't just a style; its a way of life, an ethos that permeates everything we do.
To create a lifestyle where everyday experience is enriched with luxury.
We empower confidence in everything you do.
Sub brand
Individual
Understanding the market of heels
USD 48140 million
The global market
3.1%
CAGR
USD 38590 million
2020
2027
Market segment
By type
By application
Economical: affordable and accessible, practicality and cost effectiveness without compromising on style.
Daily wear: Everyday use - comfort, practical, versatile and style for various occasions.
Medium: Balancing high quality and affordability. Durability without luxury price.
Performance: Tailored for specific purpose- functionality and comfort.
Fine: Quality craftsmanship and sophisticated design
Work wear: Designed to meet specific requirements. Prioritizing safety, comfort, style and durability.
Luxury: Opulence and exclusivity, haute couture in footwear.
Market Gap
Is there a gap in the market for the need of the brand?
Tresmode
Ginger
Inc-5
Mochi
Trendy
Luna Blu
Westside
Melange
Ophelia
London Rag
Metro
Catwalk
Zudio
House of Pataudi
Fabindia
Bata
Code
Clarks
Mochi
Biba
Luxury
Western
Bella Toes
Traditional
Inc-5
Zara
Gucci
Regal shoes
Coral Haze
Versace
Bhava
NAE
Jimmy Choo
Cai
Belanciaga
Prada
Veruschka
Needledust
Anouk
Christian Louboutin
Aprajita Toor
5 Elements
Brown Bombay
Oceedee
Fizzy Goblet
Gap
Sole House
Paris Texas
Volair
Market gap
Audits
Visual Audit
Before designing a brand’s visual identity, I conduct a visual audit to analyze major brands in the market, focusing on their missions and how they communicate through visuals like color, typography, and imagery.
Tone | language | message | motive | target | cause
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Royal premium use of color throughout.
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Communication of brand through photos.
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Premium feel through photos.
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Element of recognition or statement.
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Minimalistic yet crisp.
Behavioral Audit
To capture a brand’s identity, I analyze its behavior—how it interacts with consumers and expresses its personality—to understand its tone, engagement style, and overall presence.
Tone of language | stores | spaces | employs | attires/uniforms | website
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Minimalistic
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Use of negative space to create focus and highlight.
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Creating an element an asset
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Communication through employs' behavior and attire.
Peer Audit
I conduct a peer audit to map out what the brand aspires to be, setting a benchmark for the qualities and standards it should embody.
Vibe | Voice | Vision | Inspiration | communication
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Royal ambience
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Indian elements throughout, omni channel approach for elements.
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Premium Ness/ luxury feels.
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Localization
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Communication, promotions, back stories.
At a glance
Brand at a glance:
The Brand idea
What do we value and believe in
Handcrafted by local women artisans, I bring you ethnic heels that blend Indian embroidery and prints with comfort and quality, making a statement in every step.
We aim at making our customers feel proud, confident and graceful with each step they take.
Why we exist
Providing mid to luxury quality, comfortable, fashionable, elegant traditional heels.
Brand draws inspiration from
Brand aspires to be one of its kind and be a statement purchase for customers, core designs being from Indian culture.
Empowerment
Experience
Premium in experience
Cultural essence
Vocal for local
Self assured
Confident
Comfortable
Experience
Quality
Rich cultural essence
Core idea
We're famous for being
We make you feel
We always deliver
Brand Personality
Understanding the personality of brand through visuals
Elegant | Firm |
Graceful | Confident
Name
Over use of word 'brand', lets name it:
Something Indian, something that conveys what we believe in and aim to deliver.
Ehsaas (n.)
Upanah
Ancient form of footwear in Sanskrit
एहसास
Feeling, perception, sensibility.
Quwwa
Charan
Strength and power in Arabic
Feet/ footprint
As its all about the feeling:)
Keywords
Deriving Keywords-
Elegant, confident, royal, traditional and sophisticated.
If Ehsaas was a person....
Logo
Understanding the form and beauty of flamingos
I explore the form, flexibility, and flow of flamingos through sketches, using these insights to ideate logos that embody the brand's identity and convey its true essence.
The logo incorporates the English letter 'e' and Devanagari script letter 'ए', symbolizing grace, confidence and Indian luxury. In this design, the flamingo also stars as the hero, embodying elegance and strength.
The logo features both English and Devanagari scripts simultaneously, promoting a sense of luxury through typography and creating a memorable identity mark. This unique blend of scripts enhances the brand's sophistication and cultural richness, leaving a lasting impact.
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Color Scheme
Incorporating the vibrancy of flamingo
Carmine
#960018
Ivory
#FFFFF0
Typography
Faces behind the words
Sentence Case
The use of sentence case is observed overall in the brand. Uppercase/Title case is just used for eyebrows.
Justification
Left or center justification only.
Proportions
Headline
EYEBROWS AR 1/6 OF HEADLINES
Sublines Are 1/3 Headlines
Body text is 1/5 headline size when sub lines are present, like this example. In application where sublines are absent, body text can be either 1/3 or 1/2 the headline size.
Legal text set in regular, it shouldn't be less than 8pt for legibility.
Photography ethos
Frames of Identity
How I see each frame conveying all that ehsaas holds
Minimal | Sensorial | To the point | Authentic
Mock-ups
Lets have a visuals of how it all looks...
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