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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The brand identity for fine dining restaurant, Hu Jing 虎景軒.

Hu Jing 虎 景 軒. The Chinese character 虎, translates to Tiger. It holds significance as part of the word Toranomon (虎ノ門), one of the gates of the old Edo Castle. The name Toranomon is believed to be influenced by Chinese feng shui philosophy, where its four deities are associated with animals.

The White Tiger symbolises Toranomon, characterised by the colour white, the metal element, and the autumn season. This forms the foundational colour palette for an exquisite Chinese culinary journey at Hu Jing, featuring a renowned wood-roasted duck, a diverse selection of dim sum, and fresh seafood delicacies, offering a delightful range of flavours.

Creating Hu Jing: Art direction and bespoke menu designs

Crafted threshold: Bespoke Hu Jing logo design on signage

Rich and tactile materials palette with autumnal tones

Creating Hu Jing: Full set of bespoke menu designs

An intimate mood: Art direction for Hu Jing

An experience of luxurious, dramatic, and modern approach to grilling methods showcased through an open kitchen and bar environment. Drawing textural inspiration from Japanese Noren, iridescence is simulated in paper form to create an illusion of shine, transparency and smokiness; enhancing the enigma of bespoke and radiant patina visuals.

Janu Grill Branding

Merchandise concepts, production design, and marketing content for Aman's annual advent calendar.

In celebration of the season of giving and the commencement of traditional celebrations, Aman introduces a new perspective on its advent calendar gift. Our concepts, artistic vision, and product creations draw inspiration from one of the diverse Aman destinations in its portfolio.

Aman Content & Merchandise

The brand identity for fine dining restaurant, Hu Jing 虎景軒

The brand identity for fine dining restaurant, Hu Jing 虎景軒.

Work

Work