Rax Riven

A force of nature

To create this brand, we let nature, not science, be the altar of worship. From naming to photography to custom embroidery, type and a launch video, we crafted a visual identity that balanced the irreverent with the relevant, letting science commingle with mystery. The alliteration of the name feels like words from a spell. Large swaths of black are broken up by a colourful handicraft that speaks to the product’s hand-foraged nature. The type reads almost like a rune, while the monogram is reflected at an unexpected angle. Photography features a triad of women in an empty field engaging with the beauty and mysteries of nature. Each element of the brand acknowledges the known world but also nods to all that remains unknown.

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