Raasta
A Caribbean lounge reopened after lockdown, in its own reggae voice, across three cities.
The brief
Raasta is a Caribbean lounge built on Rastafari culture, reggae and Bob Marley, an alternative to a nightlife scene full of Bollywood and EDM.
The brief was to carry that very specific world into consistent social content across three city outlets, while reopening after COVID, reviving footfall and keeping the relaxed Raasta-family feeling intact.
The approach
We leaned all the way into the brand's own language: reggae patois, Bob Marley and Bob Dylan hooks, and an occasion-led calendar tied to food and drink.
Content ran in two layers, feed posts that sell the menu and ambience, and stories that entertain with Rastafari trivia, while reopening messaging quietly built trust.
The work
A brand identity guide and a design-language deck, then social decks for Delhi, Gurgaon and Bombay, each with full copy and creative direction.
An occasion deck covering a season of festival moments, plus a library of post images and short videos.
Snapshots of the work
For long conversations on short nights.