Raymond 100
June- August 2024
Launched January 2025
Scope of Work
Brand Story and Copywriting
Identity Design
Corporate Brand Collateral
Brand Communication
In-Store Brand Collateral
Telling the story of a legacy brand
Raymond has always been a trendsetter. A leader, defining men’s fashion in India. A homegrown brand that is a household name in India celebrates a milestone in 2025 that few brands can hope to achieve, and it is this significant moment that I was tasked to honour and preserve with a logo unit. The brand and its striking identity in red and white is recognised and loved through the country. And so we needed to enhance the gravitas of the identity without diluting the now familiar and well recognised logo unit. We needed to layer the identity with meaning, expand the narrative and deliver a logo unit that retained the essence of the brand— simple, striking, memorable. A logo fitting for a brand that leaves behind a century long legacy while continuing to lead the way.
Weaving the fabric of the nation for 100 years
In 1925, Raymond began as a single mill in Thane manufacturing blankets, and over a hundred years, evolved into a leading manufacturer of the finest fabrics. It was this origin story that I aimed to celebrate through the logo. The brand identity captures the essence of the Raymond brand, with thread like forms woven together to create a unique typographic 100. The two 0s are interconnected, representing a weaving together of the past and the future; a bond of strength and endurance.
The handcrafted 100 mnemonic is a symbol for a brand that endures and thrives. Threads of gold are woven together to represent the coming together of a legacy of the past, with the modernism of the future. The two 0 forms, the Raymond circle of strength, are woven together to create an everlasting bond.
The primary logo unit [horizontal lock up]
The secondary logo unit [vertical lock up]
An outdoor ad features images from one of the earliest Raymond campaigns [the image of the Complete Man on the left] and one of the most pathbreaking new campaigns [the image on the right]
The Design System
The identity, together with the brand colours, unique graphic forms and typography was taken across collateral from stationery to signage, allowing the story of the centennial to shine through. Along with the Raymond Red, the introduction of a charcoal and accents of gold added balance and sophistication, allowing the symbol to stand out across all applications.
The visual system extended to stationery, where the symbol is used as a watermark, embossed and gold foiled when used as part of the logo
The 100 symbol was crafted into a graphic pattern on pocket squares and other giveaways
Special edition packaging to mark the centennial year
