SCOPE OF PROJECT:
Brand Identity
The language of food is as universal as the language of love. This sentiment defined the brand identity of Raa. Since the space caters to a comprehensive and versatile audience, the Everyman archetype resonates with the brand, leading to a vibrant visual identity. The chosen hues reflect the food, inspired by juicy burgers, golden fries, and other favourites. The tone of voice insists on always being conversational, simple, and friendly.
Logo Design
The logo represents people who come together and find a sense of belonging at Raa. Their faces bring out emotions like love, care, and belongingness. The font chosen is simple, unique, and complements the fun vibe of the brand.
Packaging Design 1
This project was an exploration of how brand, function, and user experience come together in food delivery. It began with the Tray Box, designed for sandwiches and baguettes, prioritising food protection, dedicated condiment space, and proportions suited for standard delivery bags. The unboxing reveals the classic Raa smile. As the menu diversified, the Stacked Box System was developed. Over six months of iterations, the focus remained on stability, practicality, and weight. Tested repeatedly with real food, the system was designed in two stack formats, with separate boxes for mains, sides, and condiments, each also functioning independently. The ecosystem was completed with Supporting Packaging for fries, beverages, and cutlery holders, ensuring consistency across every touchpoint. Across all formats, every surface extended Raa’s visual language and personality.
Packaging Design 2
Packaging Design 3
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
