We conceived the brand identity for Raffles Milano RM as a post-bottega which prepares the future ambassadors of design: the “Raffluencers”, the Ambassadors of Design Virtues. Ten core design values have been selected and given a visual and physical presence. They became head pieces that when worn impersonify those virtues and symbolize their importance in the Institute. Functionality, Sustainability, Comfort, Durability, Simplicity, Usefulness, Personalization, Sociability, Humanism, Composition. Ten virtues, ten bespoke head pieces worn by the school’s students.