Branding Project

Taraasa is a celebration of Indian craft, craftsmen and handwork.  A Frontier Raas endeavour, it taps into India’s huge craft repertoire, emphasizing delicately constructed ensembles. It echoes the core values of Frontier Raas while remaining a subsidiary brand under the Raas umbrella

The word Raas connotes the deep passion and inspiration put into each ensemble. It inspires the dynamic visual language developed for the brand. The word Raas itself is deeply linked with “Raaslila”, a devotional dance performed in a circular motion, creating a mandala. With this thought in mind, various ‘mandalas’ have been used in the visual language to connote different collections, special embroidery styles etc. Geometric letter forms supplement the ‘mandalas’, creating a contemporary yet rooted language that symbolizes the essence of the brand.