Raipur's first urban forest, named for splendour and eco.
Rama Group needed a brand for a 50-acre residential sanctuary with seven acres of biodiversity set aside. We built the name, the positioning and the launch communication that reframed luxury around calm, sustainability and connection to nature.
Acres of urban forest sanctuary.
Acres set aside for biodiversity.
Offerings: Plots & Villas, Luxury Floors, Eiko Street.
Name holding luxury and nature in one word.
A land parcel that could become a lifestyle brand.
Rama Group came to us with a 50-acre site in Shankar Nagar, Raipur, and a conviction that the project should lead with its forest, not its finishes. Seven acres were already set aside for biodiversity. The land was ready. The brand was the gap.
The brief was to find one name that could carry three offerings and one platform that could translate from brochure to billboard without losing its calm.
A category where luxury and nature compete for airtime.
The market treats luxury and nature as different pitches.
Either a tower with a view, or a villa with a lawn. Few projects hold both at the same time. We needed a name and platform that could.
Three offerings, one site, one brand to connect them.
Plots and villas, luxury floors, and Eiko Street for retail. Each line needs its own identity, without any drifting from the parent.
Raipur has not seen an urban forest category before.
First-mover means the brand itself has to teach the category. The platform had to lead with meaning, so the city understood what Eiko stood for.
One monogram, three offerings.
The name: Eiko
Eiko is a Japanese word for splendour, and it carries a natural echo of "eco". One word holds both halves of the promise: luxury and nature. The name is grounded in a real product truth: seven of the project's 50 acres are set aside for biodiversity.
The positioning: The Urban Forest
Raipur's first urban forest sanctuary. The platform draws on Japanese minimalism and Shinrin-yoku, the practice of forest bathing. Luxury is reframed around calm, sustainability and connection to nature.
Brand architecture: three offerings under one mark
The tree-trunk monogram flexes into a family of marks. Plots & Villas starts from the forest floor. Luxury Floors spans 1.86 acres of greens. Eiko Street is the retail destination inside the forest.
Launch communication
Across advertising, out of home and brochure, the platform line leads. A place where lush meets plush. All the amenities under the sun, right under the sun. One voice, three product lines, one city to teach.
A single system, carried across every touchpoint.
From a project brief to a brand with voice.
Have a project worth a brand of its own?
We find the one truth about the product that nobody else is leading with, name it, and build the system that carries it from brochure to hoarding.
See the full Real Estate practice.