SOMA — Brand Identity & Strategy Document

01 Logo & Identity

The Mark of
SOMA

The SOMA logotype unites Devanagari script — सोम — with the Playfair Display Roman wordmark. Two scripts. One soul. Rooted in ancient India, refined for today's luxury.

सोम SOMA

Curated Communities

सोम

SOMA

Curated Communities

सोम

SOMA

Curated Communities

सोम

SOMA

Curated Communities

सोम

SOMA

Curated Communities

Logo Geometry
& Construction

Dual-script wordmark: Devanagari "सोम" sits above, smaller — a whisper of origin. The Latin "SOMA" commands the space below in Playfair Display Light at 0.5em tracking.

The dividing rule: A hair-thin gradient line — champagne to transparent — separates wordmark from tagline. It represents the threshold between heritage and modernity.

Geometric mark: The seal combines a circle (wholeness), diamond (direction, precision), and rotated square (stability). Inspired by Yantra geometry. Never placed inside text.

Clear space: Equal to the cap-height of "S" on all four sides. The logo needs to breathe to carry authority.

Minimum sizes: Full lockup — 160px / 28mm. Wordmark only — 80px / 14mm. Monogram "S" — 40px / 7mm. Below these, use nothing.

02 Colour System

A Fresh
Indian Palette

Not earthy. Not terracotta-heavy. SOMA's new palette is Midnight Indian Luxury — deep night sky blues, champagne gold, and living sage. It reads as distinctly Indian while feeling effortlessly contemporary. The colours of India at dusk — just before the stars appear.

Midnight

#080B12

Primary Background

Champagne

#C9A96E

Primary Accent

Burnished Gold

#B8913A

Deep Accent

Pearl

#F6F2EA

Primary Light

Parchment

#EDE0C4

Warm White

Deep Navy

#0F1420

Ink Navy

#141929

Sage

#7A9B7E

Sage Light

#A8C5AB

Primary Use

Midnight + Champagne

The signature SOMA pairing. Dark backgrounds, champagne gold accents. 80% of all brand materials lead with this combination.

Accent Use

Sage as Breathing Space

Sage appears in labels, category markers, and IP identities. It keeps the palette from feeling exclusively gold-heavy — bringing freshness and life.

Light Applications

Pearl for Editorial

Print materials, white-mode web pages, and the SOMA Magazine use Pearl and Parchment as the dominant ground — gold and midnight as accent.

03 Typography

The Voice
in Type

Three typefaces. Three registers. Playfair Display for presence and permanence. Noto Serif Devanagari for cultural grounding. Outfit for clarity and precision.

Display

Playfair Display

Light 300 · Regular 400
Medium 500 · Italic variants
Headlines, names, pull quotes

A place
called home.

Cultural Script

Noto Serif Devanagari

Light 300 · Regular 400
Used as accent, watermark, and for the SOMA brand name in Devanagari

सोम — सुखी जीवन

Body & UI

Outfit

ExtraLight 200 · Light 300
Regular 400 · Medium 500
All body copy, labels, captions

SOMA builds homes that carry the memory of India — spaces where architecture and culture converge, where wellness is not an amenity but an architecture, and belonging is the foundation everything is built upon.

Label & Caption

Outfit Uppercase

Regular 400 · Medium 500
Letter-spacing: 0.4–0.6em
Section markers, categories, labels

Curated Communities — Bengaluru 2025
Indian-Rooted Experiential Living

04 Brand Character

SOMA Is
& Is Not

SOMA Is →

A curator — not a developer. SOMA selects, arranges, and presents how Indians live with depth and intention

Deeply Indian — not as aesthetic costume, but as cultural DNA woven into architecture, community, and daily ritual

Premium, not gatekept — aspirational enough to signal arrival, humane enough to feel earned, never inherited

A long-game institution — building IPs, content, and community that appreciate over decades, like the properties themselves

Sensory before verbal — SOMA should be felt before it is read. Architecture of the experience precedes architecture of the argument

Architecturally restrained — whitespace is the loudest element in the room. Silence carries the brand

Wellness as philosophy — not a spa feature. Woven into orientation, natural light, community design, and daily rhythm

A trusted B2G legacy evolving into a beloved B2C brand — the credibility of 25 years meets the warmth of a home

SOMA Is Not →

Generic luxury real estate — "prime location premium residences" language belongs to every competitor

A developer that leads its story with possession dates, price per sq. ft., or bank approvals

Heritage-cosplay — Indian does not mean carved wood motifs and Rajasthani jharokhas pasted onto modern facades

Loud or performative — gold plated lobbies, celebrity faces, superlatives — these are not the SOMA register

A trend follower — SOMA does not need to be Gen-Z, maximalist, or viral. It needs to be remembered in 30 years

A follower of Prestige, Brigade, or Godrej — those are the ceiling of others, not the floor of SOMA

A campaign brand — SOMA does not live in 30-second ads. It lives in rituals, IPs, and cultural memory

A brand built for transaction — SOMA builds for relationship. Every touchpoint deepens belonging

05 Vision & Mission

Core Brand Belief

"A home is not four walls.
It is the story of who you became
while living inside them."

SOMA exists to build the spaces where those stories unfold — with intention, with culture, and with a deep understanding of how Indians want to live in this century.

Vision

"To become India's most culturally resonant living brand — where every home carries an identity, not just an address."

Within a decade, SOMA should mean something in the consciousness of India's aspirational middle-class and HNI buyer — the way Apple means design, or Tanishq means trust.

दृष्टि

Mission

"To translate 25 years of building India's infrastructure into homes that carry its culture, wisdom, and beauty into everyday life."

SOMA builds communities that are deeply Indian — rooted in wellness, belonging, and cultural pride — while meeting the highest standards of contemporary luxury design and experience.

मिशन

संतुलन

Balance

Between past and future

अपनापन

Belonging

Community as design

विकास

Growth

Spaces that expand lives

गर्व

Pride

Unapologetically Indian

शांति

Calm

Confident without noise

06 Positioning

Brand Strategy
& Positioning

SOMA is a curator
of Indian-rooted
experiential living

Not a developer. Not a builder. Not a luxury brand.
A curator — one who selects, arranges, and presents living experiences with deep cultural intention.

॥

Wellness Core

Can the brand carry wellness as a philosophy — not a feature? Wellness that is designed in, not bolted on.

भ

Indian, Not Nostalgic

Deeply Indian in soul — without becoming a heritage museum. Rooted forward, not backward.

◇

Premium, Not Exclusive

Aspirational without gatekeeping. Luxury that invites, that earns relationship — not one that distances.

∞

Multi-Generational

Built for the buyer and their children. Designed to outlast trends, outlast competitors, outlast campaigns.

Brand Architecture
Branded House

SOMA operates as a Branded House — a single master brand that anchors all verticals. Like TATA, the name carries trust into every context. Sub-brands carry distinct identities but always display SOMA's heritage.

सोम समूह

SOMA Group

Parent Brand — B2G Infrastructure Legacy

Master Brand

सोम लिविंग

SOMA Living

Real Estate — Premium Residential Communities

Sub-Brand

निवास — सोम द्वारा

Nivasa by SOMA

Niche Identity — Premium Cultural Residences

Project Brand

सोम रिटेल

SOMA Retail

Future Vertical — Naming TBD in Phase 7

Future Vertical

07 Messaging & Voice

The Voice
of SOMA

SOMA speaks in deliberate sentences. It does not shout. It does not list amenities. It tells you how a space feels — and trusts you to understand the value.

Considered

Every word earned its place. Nothing filler. Nothing performative.

Warm

Luxury that feels like an invitation, not a velvet rope.

Rooted

References Indian culture, geography, philosophy — naturally, never self-consciously.

Unhurried

Does not rush to the sale. Earns the relationship first.

Online / Digital

Website Hero

"Homes that remember
where they come from."

Where Indian living is not a design choice — it's the foundation everything is built on.

Web · Primary Hero

Instagram Caption

"The kind of quiet
Bengaluru has forgotten."

Spaces designed to slow you down. Community that holds you up.

Social · Awareness

LinkedIn — Brand Story

"25 years building India. Now we're building homes for it."

From infrastructure that moves millions to homes that hold a few — intentionally, beautifully.

LinkedIn · Story

Offline / Physical

Hoarding / Billboard

"A home that knows
what it is."

SOMA Curated Communities — Bengaluru's first Indian-rooted experiential living.

OOH · Billboard

Experience Centre Entry

"You are not viewing a flat. You are feeling a life."

Walk through. Breathe in. SOMA was designed for exactly this moment.

Spatial · On-Site

Brochure Opening Line

"The greatest thing SOMA ever built is the home you'll raise your family in."

A message from 25 years of building for India — to building for you.

Print · Brochure

08 Brand Building

Three Pillars That
Build the Brand

Brands are not built by campaigns. They are built by repeated behaviour that accrues meaning over time. These three pillars are SOMA's brand-building engine for the next decade.

विश्वास

Pillar 01 — Trust

Legacy Content
Engine

25 years of impact is invisible to the B2C buyer. We make it visible — through documentary content, authority storytelling, and precision publishing that positions SOMA as a 20-year legacy player stepping into a new era.

Documentary series: "25 Projects That Built Bengaluru"
LinkedIn thought leadership from SOMA's founding team
Behind-the-build stories: people, scale, national vision
Press placements: Business Standard, Mint, The Ken
Corporate website: credibility for B2G stakeholders
Infrastructure impact stories for government audiences

प्रतिष्ठा

Pillar 02 — Cultural Magnetism

IP-Led Brand
Building

Events die the next morning. IPs compound. SOMA must own cultural territories in Bengaluru that attract exactly the buyer it wants — before a single unit is sold. Four IPs, each self-sustaining.

SOMA Rasa — Indian classical × electronic sonic room
Samtana Biennale — South Asia's first tech-art festival
SOMA Vashti — India's premier architecture podcast (50 ep)
SOMA Magazine — Quarterly wellness + living editorial
Each IP creates permanent digital presence that compounds
IPs attract media, influencers, and HNI buyers organically

III

व्यक्तित्व

Pillar 03 — Leadership Authority

MD Personal
Brand

In premium real estate, the founder IS the brand. Buyers don't just buy into a project — they buy into a vision, a person, a philosophy. The Managing Director of SOMA must become Bengaluru's most recognised voice on Indian living.

LinkedIn: "Builder of India → Curator of how Indians live"
Thought leadership: urbanism, Indian design, wellness living
Speaking: CREDAI, TiE Bengaluru, design festivals, TEDx
Podcast circuit: Nikhil Kamath Show, Neon Show, Daybreak
Personal newsletter: "Notes on Building India"
Documentary profile: vision for SOMA's next 25 years

09 Intellectual Properties

Brand-Owned
Cultural IPs

Four IPs. Each one a cultural anchor that attracts SOMA's ideal buyer before a single conversation about square footage. These are not events — they are permanent brand assets.

IP 01 — Music

SOMA Rasa

सोम रस — ध्वनि

A branded music property — a designed listening room where Indian classical musicians collaborate with electronic producers. Immersive sonic journeys rooted in Hindustani and Carnatic traditions, elevated through contemporary sound design.

Concept, identity, and artist curation led by Mellow

Production partners onboarded for studio recording and live events

Quarterly seasons — streaming distribution across Spotify, Apple Music, YouTube

High-recall cultural IP — permanent digital presence that compounds

IP 02 — Art & Culture

Samtana Biennale

संतान द्विवार्षिकी

South Asia's first Tech-Art Biennale — a city-wide festival spanning colleges, cultural spaces, and SOMA's own venues. Where technology, art, and South Asian identity converge. Think Echoes of Earth but for the cultural-wellness buyer.

City-wide installations across Bengaluru — colleges, galleries, public spaces

Intersection of technology, AI art, and South Asian cultural identity

Media ownership: millions talk about SOMA without a single paid ad

Early ownership of Bengaluru's fastest-growing cultural territory

IP 03 — Podcast

SOMA Vashti

सोम वास्तु — घर की कहानी

India's first long-form documentary podcast about architecture, homes, and experiential living. 50–60 episodes featuring India's leading architects, designers, and cultural thinkers — exploring what it means to truly live Indian today.

Nationwide shoots — Bengaluru homes, Bombay seaside, heritage properties across India

Video podcast format — distributed across YouTube, Spotify, Apple Podcasts

Positions SOMA Living as the authority on Indian architecture and lifestyle

Creates continuous content engine for social, press, and buyer education

IP 04 — Editorial

SOMA Magazine

सोम पत्रिका

India's first wellness and living quarterly — treating wellness as a design outcome, not a lifestyle trend. Print collector edition plus premium digital. Each issue: one city, one way of living, deeply explored.

Quarterly print — collector-grade production, distributed to buyers, partners, media

Editorial philosophy: wellness as architecture, not amenity

Positions SOMA as a thought leader and cultural institution — not just a developer

Digital edition with interactive elements — reaching NRI and international audiences

10 Scope of Work

12-Month
Engagement Plan

A complete brand infrastructure built in six progressive phases — each phase delivering owned assets before the next begins. Mellow functions as the central strategy and brand management partner for the full 12 months.

Brand Discovery & Strategy

Months 1–2 · Foundation Phase

Stakeholder Interviews

Leadership workshops, business objective mapping, DNA extraction sessions

Market Research

Competitor analysis, luxury housing landscape, consumer aspiration mapping

Brand Architecture

Branded House framework — SOMA Group, SOMA Living, sub-brand hierarchy

Positioning Strategy

Core brand purpose, promise, value proposition, messaging framework

Brand DNA Document

Values, personality archetype, tone of voice, cultural positioning

Third-Party Research

Independent research partner — customer perception, trust factors, B2G positioning

₹4–5 L

20% start · 50% on delivery · 30% on approval
Months 1–2

Brand Identity & Design System

Months 2–4 · Identity Creation

Logo System

Sanskrit+English wordmark, geometric mark, monogram, all lockup variants

Visual Identity

Colour system, typography stack, iconography, pattern language

Brand Guidelines

100+ page comprehensive brand bible — all rules, usage, application guidance

Corporate Stationery

Business cards, letterhead, envelopes, email signatures, digital templates

Office Branding

Spatial branding concepts, signage system, experience centre direction

SOMA Living Identity

Separate visual identity for real estate vertical — lifestyle narrative, sub-brand system

₹15–18 L

20% start · 50% on delivery · 30% on approval
Months 2–4

Corporate Trust Infrastructure

Months 3–5 · B2G Credibility Layer

Corporate Website

Dedicated soma-group.com — infrastructure portfolio, government partnerships, national impact

Corporate Content

Infrastructure impact stories, national development narratives, project case studies

SEO & Authority

Strategic backlinks, infrastructure publications, government sector media coverage

PR Strategy

Infrastructure success stories, leadership interviews, industry thought leadership placements

Thought Leadership

Articles for Business Standard, Construction World, Infrastructure Today

Media Placements

Business & infrastructure publications — positioning SOMA as a credible national institution

₹10–12 L

20% start · 50% on delivery · 30% on approval
Months 3–5

SOMA Living — Digital Ecosystem

Months 5–8 · Real Estate Platform

SOMA Living Website

Standalone platform — project showcases, lifestyle storytelling, interactive architecture tours

UX/UI Design

Full information architecture, wireframes, high-fidelity screens — all pages

SEO & GEO Optimization

Search visibility for luxury real estate terms — Bengaluru and beyond

Lead Generation

CRM integration, enquiry flows, WhatsApp journey, buyer nurture sequences

Content Strategy

Architecture narratives, lifestyle stories, community content — 6-month editorial calendar

Social Media System

Instagram, LinkedIn, YouTube — grid aesthetics, reel formats, content calendar

₹18–20 L

20% start · 50% on delivery · 30% on approval
Months 5–8

IP Development & Content Production

Months 7–10 · Cultural Properties

SOMA Rasa

Music IP — concept, identity, Season 1 planning, artist curation, production partners

SOMA Vashti

Podcast IP — full production: concept, 10-episode pilot season, distribution strategy

Samtana Biennale

Biennale concept, city partnerships, sponsorship deck, inaugural edition planning

SOMA Magazine

Editorial identity, Issue 01 concept, printer partnership, distribution strategy

IP Brand Identities

Individual visual identities for each IP — consistent with SOMA parent architecture

Retail Naming Strategy

Future vertical naming framework, sub-brand conventions, portfolio management system

₹18–20 L

20% start · 50% on delivery · 30% on approval
Months 7–10

Launch & Brand Governance

Months 10–12 · Go-to-Market + Ongoing Oversight

Integrated Launch Campaign

Full campaign — awareness, consideration, conversion across all channels

Launch Event

Exclusive brand launch — media, influencers, HNI buyers, NRI community, partners

Sales Collateral

Brochure, sales deck, WhatsApp journey, broker kit, buyer nurture sequences

PR & Media Outreach

Launch press coverage, architectural press, lifestyle media, NRI publications

Influencer Campaign

Architect, wellness, and lifestyle influencers — Bengaluru's cultural circle

Brand Governance

Ongoing brand oversight — vendor supervision, quality control, IP management, creative direction

₹15–18 L

20% start · 50% on delivery · 30% on approval
Months 10–12

11 Investment Summary

Engagement
Investment

A 12-month strategic engagement totalling ₹1 Cr – ₹1.2 Cr. Every rupee structured against deliverables. No large upfront. Value is demonstrated before the next phase begins.

Phase	Investment	Schedule	Timeline
01 — Brand Discovery & Strategy Stakeholder workshops, market research, brand architecture, positioning strategy, third-party research	₹4–5 L	20% start 50% delivery 30% approval	Months 1–2
02 — Brand Identity & Design System Logo system, visual identity, brand guidelines, corporate stationery, office branding, SOMA Living identity	₹15–18 L	20% start 50% delivery 30% approval	Months 2–4
03 — Corporate Trust Infrastructure Corporate website, B2G content, SEO & authority building, PR strategy, media placements, thought leadership	₹10–12 L	20% start 50% delivery 30% approval	Months 3–5
04 — SOMA Living Digital Ecosystem Standalone real estate website, UX/UI, SEO/GEO, lead generation, content strategy, social media system	₹18–20 L	20% start 50% delivery 30% approval	Months 5–8
05 — IP Development & Content Production SOMA Rasa, Vashti Podcast, Samtana Biennale, Magazine — concept, identity, production, distribution	₹18–20 L	20% start 50% delivery 30% approval	Months 7–10
06 — Launch, Campaign & Brand Governance Integrated launch campaign, launch event, sales collateral, PR, influencer programme, ongoing brand oversight	₹15–18 L	20% start 50% delivery 30% approval	Months 10–12
Total 12-Month Engagement Complete brand infrastructure: strategy · identity · corporate trust · digital ecosystem · 4 cultural IPs · launch · governance. Research agency cost additive at cost-pass-through.	₹1 Cr – ₹1.2 Cr + Research Agency at cost	Milestone model No large upfront Value-first	12 Months

Why the milestone model works for SOMA: Each phase delivers tangible, owned assets before the next begins. SOMA never pays for work not yet seen. Mellow never begins a phase without full alignment. This structure ensures both parties are invested in the outcome — not just the invoice.

What Mellow brings as Central Strategy Partner: Brand oversight · vendor coordination · creative supervision · IP management · execution quality control. External specialists — research agencies, production studios, PR firms — are onboarded as required, with Mellow as the accountable creative director.

All amounts exclusive of GST at 18%. Third-party research agency cost in Phase 01 is pass-through at cost — no agency margin.

Logo Geometry& Construction

Brand ArchitectureBranded House

Logo Geometry
& Construction

Brand Architecture
Branded House