RASA

RASA, a disruptive D2C oral wellness brand, needed a bold, high-contrast identity to challenge the industry's "Muted Luxury" stereotype. I executed an aesthetic intervention through an Orthogonal Design strategy, developing a custom geometric logotype, modular packaging for unconventional flavors, and a stylized Tiger Icon. These systems transformed oral care into a vehicle for self-expression and digital currency, successfully positioning RASA as the definitive brand for young digital consumers.