Aman brand identity evolution, creative strategy and ongoing brand stewardship.

Throughout an eight-year creative partnership with Aman, our work has shaped a distinct and enduring evolution of the brand, respecting and building on its established identity foundations; developing from corporate hospitality and expanding into a sector defining and ultra-luxury lifestyle brand.

During this time we have created new and elevated expressions of Aman brand values, encompassing:

The refinement of the master brand identity, including new brand standards in typography and layout design across all brand areas including Aman Residences, Retail and Club;

A refreshed brand guideline including an enhanced and comprehensive brand art direction for film & photography;

Redrawn logos reflecting the storied heritage of original Aman properties, renewed colour palettes and material standards for both master brand and individual properties, inspired by the natural world;

A new narrative-led strategy to marketing campaigns, brand communications, printed collateral and publications; sensitively showcased in our design and art direction for the Aman ‘Places of Peace’ book;

A re-imagined and immersive digital experience; new aman.com website designed to encapsulate the values of the brand and the refinement of our evolved identity, a meticulous page-by-page art direction to dream and escape into, and 'Meditations'—an editorial concept comprising the personal moments of eloquent wordsmiths and photographers captured during their journeys to Aman;

An expressive identity and creative strategy for the brand's new global Aman Club programme, including a new Private Office concierge service;

An expansion of the brand food and beverage offering, and beyond hospitality into ultra-luxury lifestyle, retail products and gifting merchandise.

Aman Branding

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Development of Nama's brand identity and creative strategy.

The perfect imperfect. A philosophy inseparable to the Nama experience, where age-old preparation techniques meet the unexplainable joy of wabi-sabi.

Finding inspiration in and reappraising its concept, the Nama identity evolves into a well-rounded and cohesive brand – encompassing designs for attire, table and atmospheric styling, a suite of menu designs, and the development of brand image and storytelling strategies.

↔ Images: Nama brand identity development

Arva brand identity development

Arva: Expansion of restaurant identity and brand strategy

Produce from Italian countryside harvests are celebrated in uncomplicated dishes, fresh palettes of land-based colour and a rustic-yet-refined atmosphere.

Taking cues from its original concept, we developed Arva’s brand identity across multiple areas; from interiors and environments, uniforms and menu designs, to art direction and strategies to cultivate brand depth through storytelling.

↔ Images: Arva brand identity development

Creation of Nura; a new Aman beach club restaurant

Exploring the natural rhythms of the sea led us to the creation of Nura and the brand identity behind Aman's latest beach-club restaurant.

Inspired by European coastal tavernas, our research delved into the Latin-based conventions of the Aman brand, while drawing abundant inspiration from the mystical Balearic islands.

The name 'Nura' originates from 'Minurka', the Moorish name for Menorca in 903 AD.

Additionally, 'Nur', the Arabic term for 'light' or 'illumination', carries associations with 'fire' or 'heat' in certain African languages.

↔ Images: Research and influences for Nura brand naming and identity

Crafting a trophied identity for Aman's arrival in New York

Once home to MoMA in the 1920s, a new crown jewel reveals itself, painstakingly restored to offer calm in the city chaos. Originally the ‘Heckscher Building’ and tallest in Manhattan in its day, we found a treasured time capsule of inspiration within one of New York’s most majestic buildings.

From its beaux arts architecture and deco interiors, a traversed place in the city’s contemporary art scene and host to the prestigious Whitney family, we unearthed many binding ties between this latest member to join the Aman family and its kin.

Aman New York Identity

Colville-Walker designs products and brand identities for Aman products including skincare, spa and fragrance.

Aman Product Design

Development of Nama's brand identity and creative strategy