Easier Groceries
There are a lot of startups claiming new grocery shopping experiences. Personalized boxes, specialty products, ungodly speedy delivery. Raha’s technology is just as impressive — it’s an online store built on a network of robots assembling your items and updating stock for convenient delivery. But—that’s not what makes Raha so different. In fact, Raha's promised convenience is uniquely human.
Client
Raha
Collaborators
Shahad Al Asfour
Year
2021
Raha knows that bananas will ripen over 4–7 days depending on how yellow they are, and that greens can only stay fresh for so long. They know that some people like their sea bass cleaned out, and that ice cream should be the last thing pulled off the store shelf, right before it gets home to your freezer. These considerations set the stage for our approach to a visual identity that is fresh, clean, but most importantly—characteristically human.
For the logotype, the Arabic word for Raha is drawn in clean curves that give a sense of ease—translating to Raha. The last letter ت or ta', turns into a friendly face. We also developed an icon system with sticker-like labels that could be used in a mix-and-match way. These parts of the identity system adds a lot of the character we wanted the brand to have.
Then, we have colors. The main (or institutional) color palette for Raha is made up of three different purples. Distinct, yet clear. But—we also wanted Raha to have this freedom to go crazy whenever they wanted, and tone it back as needed. We made that work with the large color system that serves as a tool to expand the brand, especially as it grew. A grocery store is meant to come alive and offer its customers an array yellows, pinks, blues, greens, and oranges. Pun intended.
The visual identity was also supported by this colorful set of shapes and stripes. The shapes created the grid that would be used for layouts and graphic ephemera both print and digital, whereas the stripes could bend, expand, and contort around pretty much anything.
This project emphasizes the everyday nature at the heart of grocery shopping. Buying dinner ingredients and tissues isn't groundbreaking—but it's a fundamental part of daily life. If you hate grocery shopping, you go to Raha. But if you love grocery shopping, Raha comes to you. With insanely thoughtful options for you, such as giving you the choice to buy your steak how you like it—whole, or butterflied.