An initiative to revive rare art forms and preserve endangered animals. RARA uses pure silk scarves as the medium to tell the story of these animals. These pieces are designed in Canada and hand-finished by local artisans in India.
Approach
The logo draws from Renaissance typefaces but incorporates a unique twist with custom stencil letterforms. Initially inspired by weathered gravestone inscriptions and markings on shipping crates, these forms exude elegance despite their humble origins. We aimed to maintain minimal packaging to reduce waste, prioritizing recyclability. As a result, we designed a four-fold envelope-style box that features the brand message and all necessary information. The brand maintains consistency across all platforms, paying close attention to every small detail.
Detail
With meticulous attention to detail, each collection highlights a rare art form and an endangered animal, presenting them in modern interpretations to raise awareness of animal endangerment. The first collection, "The Song of Stripes," draws inspiration from the Pichwai art form and the endangered tiger species.
IMPACT
RARA has launched "Kindness is Rare" an initiative to combat the decline of kindness and generosity. They will donate 10% of their profits to support the conservation of the endangered species featured in each collection.
