Ajiya Kalia

Raaz

Raaz was a self-made brand I developed as part of a Domestika course, Art Direction for Creative Visual Branding. I absolutely loved the course and the entire creative process. Inspired by a fusion of modern Pakistani clothing and sophisticated European styles, I visualized Raaz as a South Asian clothing brand with earthy tones and timeless elegance. The logo I designed featured 'Raaz' written in stylized Urdu, blending cultural heritage with a modern aesthetic.

I also took on the complete development of Raaz's visual identity, creating the entire mood board, selecting the perfect fonts, and designing a cohesive color scheme that reflected the brand's fusion of modern and traditional styles.

Additionally, I crafted a detailed brand book that outlined the brand's essence, guiding principles, and usage of visual elements to ensure consistency across all touchpoints. This holistic approach helped shape Raaz into a refined and cohesive brand with a strong identity.