Rai Kai | Brand Identity Design

Project Type: Branding, Packaging, Visual Identity, Social Media

Location: India

Rai Kai is a homegrown brand built around India’s beloved traditional fermented drink — Kanji. The brand celebrates the nostalgia and warmth of homemade recipes while presenting them through a modern, contemporary lens. The objective was to design an identity that feels rooted in heritage yet visually engaging for a younger, urban audience.

The process began with understanding the emotional and cultural depth behind Kanji — a drink often made during festivals and family gatherings. The brand identity had to evoke comfort, authenticity, and a sense of storytelling.

A custom logotype was crafted to resemble mustard seeds and leaf forms, symbolizing purity and tradition. The earthy yet bold colour palette reflects the vibrancy of Indian kitchens — deep red for warmth, green for freshness, and yellow for tang.

The packaging design brings the homemade charm of Kanji into a modern retail-ready format, while the semi-3D mockups and textured backgrounds enhance the sensory appeal. The social media templates and brand communication were designed to carry forward this emotional storytelling, making tradition feel current and relatable.

The new brand identity positioned Rai Kai as a fresh, heartfelt voice in India’s emerging artisanal beverage market. It connects the wisdom of age-old recipes with today’s visual culture, proving that tradition, when designed thoughtfully, can feel timeless and relevant.

A heartfelt thank you to Manik and Vidushi, the young founders who trusted me to shape their dream into a brand. Their belief in preserving India’s culinary heritage while embracing modern design made this collaboration truly special.