Serai

A new way to vacay‍

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Serai is a brand of luxury villas based out of Goa, India, which is doing things a little differently. Where most villas are concerned with just having people stay, Serai wants to make you experience the city like a local – so you leave with meaningful memories right from the place where you’re staying.

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The founder, a seasoned traveller himself, had a clear idea of what he wanted the brand to feel like, and reached out to us to truly bring his vision to life.

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We were fascinated by the idea of the evocative feelings that stories of travel bring – the warm, slightly fuzzy memories you recount, the slight nostalgia, the feeling of just being in that moment in time – and wanted a way to visualise these intangible moments without making them feel commercialised.

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To craft these evocative moments, we created an iconic mnemonic device inspired by windows of memory into another place in time. We paired this with a pared back, sans-serif wordmark to create a good balance. Our visual language and colour palette was our hero piece – inspired by the sometimes saturated, sometimes fades memories, our colour palette is an ode to the elements you encounter when travelling (warm sunsets, forests, and vast oceans), while our visual language became a mix of premium and hand-drawn pieces that you keep with you during travel, and hold onto for a long time.

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We brought all of this together to create a brand identity that felt nostalgic and reminiscent, yet simultaneously alive and energetic – injecting fresh life and wonder into the intangible moments associated with travel.