The ‘Raritea’ word-mark branding here uses a black and gold colour scheme, typical of the Art-Deco visual language and style (very ‘Great Gatsby’), emulating the glamour and exuberance of the period. The line detail of the ‘Insomnia Deco’ typeface provides a bespoke aesthetic, more akin to that of a hand-rendered typographic treatment, which aids and enhances the ‘rare’ qualities of the brand, leading to greater luxury consumer
appraisal and shelf impact.
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