Rae by Tamara
Brand Strategy · Visual Identity · Launch Communication
Rae by Tamara is a hospitality brand shaped by the places people travel to and the meaning they bring to their journeys. Rooted in India’s diverse cultural landscapes,
Hospitality shaped by the meaning of arrival.
CLIENT
Rae by Tamara
INDUSTRY
Hospitality
SERVICES
Brand Identity, Visual System, Packaging, eCommerce.
The brief
Rae is a hospitality brand for destinations shaped by faith, culture and the journeys that bring people to them.
The challenge was to create a distinct identity that understood the significance of these destinations without becoming a religious brand. It needed to feel culturally aware, welcoming and elevated, while remaining relevant to people travelling for different reasons.
The idea
Rooted in India, not in religion.
Rae recognises that faith can shape the way people travel, while leaving room for every individual’s reason for being there.
The idea was to create hospitality that is sensitive without assumption, familiar without being ordinary, and elevated without being exclusive. A brand grounded in its surroundings, yet open to everyone who arrives.
Faith-intelligent hospitality. For a more meaningful arrival.
The identity
An identity drawn from light, place and movement.
Drawing on the idea of a ray of light, Rae’s identity reflects hope, optimism and renewal.
Refined typography, earthy colours and subtle illustrations create a distinctive visual language that evokes a sense of arrival without overt religious symbolism.
The Brand, distinct places
The same ethos. Different landscapes.
From Guruvayur to Kumbakonam and Tiruvannamalai, location-inspired illustrations reflect each destination’s character while maintaining a consistent, recognisable Rae identity.
A brand in motion
From places to people.
Rae’s launch introduced a fresh identity while retaining the familiarity of its existing properties.
Destination-led illustrations, typography and imagery brought the brand to life across print, digital and outdoor communication, building recognition and consistency.
Every journey has its own meaning
People arrive for different reasons. Rae welcomes them all.
Rooted in place and shaped by thoughtful hospitality, Rae brings a fresh perspective to every arrival.
Rae by Tamara. Familiar in spirit. Elevated in experience.
A moment of light on every journey of faith.
