VGC crafted a unique brand positioning for the premium real estate developer, articulating the brand’s value and vision. We also developed a comprehensive brand architecture that drives synergies across the brand’s diverse portfolio. The resulting identity effectively communicates the pride and exclusivity associated with the brand and takes it beyond the premium space into an assurance of class, luxury, innovative design and uncompromising quality.
V. Raheja Design and Construction is a premium real estate developer in Mumbai that was established in the 1950s. The organisation is built on processes and systems and prides itself as being one of the most professionally managed organisations. Owning a diversified portfolio, the company caters to premium urban sensibilities.
Having garnered trust over the decades through outstanding residential and commercial developments, V. Raheja approached VGC for a re-branding exercise. Our marketplace survey revealed a cluttered segment of luxury and lifestyle developers, emphasizing the need for the brand to be projected as more than just a premium real estate developer. Especially since each property is an example of understated luxury, uncompromising quality and owner’s pride.
We leveraged the brand pillars of trust, assurance and endurance. The mark for the brand was derived from two basic geometric shapes: The circle, the universal symbol of life, representing the infinite nature of energy. It is also considered to be the most perfect shape- symbol for pure spirit, eternal and unchanging. On the other hand, the square is symbolises the earth, a physical manifestation, our orientation on earth via the four directions, four seasons and four elements. The brand mark was created by ‘squaring the circle’; energy on earth fused with the energy of heaven.
The resulting identity effectively communicates the pride and exclusivity associated with the brand, and takes it beyond the premium space into an assurance of class, luxury, innovative design and uncompromising quality.