Rayna Collective
Branding
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Rayna Collective is a new beauty brand appealing to the modern, multicultural person through South Asian beauty rituals and culture. The founders of the brand were eager to create a brand built from a multicultural community of “beauty believers” by integrating South Asian cultural heritage into their modern lives. I was brought on to explore and design two directions for the brand identity.
This direction focused on the rich colors and intricate design details prevalent in South Asian architecture.
This direction placed emphasis on the textiles, block art and the recent push in fashion to be bold and artistic.
Agency: Communal Creative