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RBD Shelter’s image was rejuvenated to align it with their current offerings, and reflect their vision for the future. Thus came about Roach Lifescapes guided by the strong value system rooted in the Roach family values of hospitality and care. To capture this essence, the new identity drew inspiration from the beauty of land, its contours and the space. The brand’s expression ‘Yours Truly’ serves as the personalized expression of the brand’s hospitality encompassing everything the brand truly stands for. Subsequently, to reflect their diverse offerings, the sub branding nomenclature and design strategy for the brand’s various business verticals was upgraded in harmony with the parent brand.