Born in London, England, into a family with a history in fashion and shoe design, Aruna Seth's goal has always been to make the most elegant and desired shoes in the world. Shoes that are irresistible and instantly recognisable crafted from luxurious leathers, Swarovski stones, ruffled finishes and gold trims all made in Italy.

The Aruna Seth label approached Lisa Tse Ltd to create a brand identity which could be applied to the diverse marketing collateral of the brand. The identity would have to represent the luxurious craftsmanship of the brand whilst reflecting the signature style of its muse, Aruna herself.

The identity was inspired directly by Aruna's signature and developed into an elegant and distinctive trademark. The trademark appears in both calligraphic and typographic forms to afford flexibility for application and ease of legibility without compromising on style. The elongation of the "R" in the typographic form references the arch in one of the label's glamorous heels.

The identity is applied throughout the brand's products and marketing collateral which will feature in national press campaigns and represent core advertising streams. Today, Aruna Seth is a fast-growing company with showrooms in Milan, Moscow and London with plans to expand into the U.S.