Articulating Tranquility and Luxury
Rebranding The Amala
The Amala (meaning “pure and unspoiled”) is a luxury boutique hotel in the heart of Seminyak, Bali. I was approached to articulate the philosophy of their ethos and redesign their visual identity. After months of working closely with the owners, I served as an advisor to their internal design team to deploy the new brand elements across their customer touch points including physical signage, collaterals, marketing, and social media.
Category
Brand Identity
Role
Creative Direction, Design, Concept Development
The Logomark
An expression of Balinese culture, the logomark is inspired by the symmetry of a lotus flower, a temple, and the palm of a hand. The letters “Amala” construct the form with a henna-style line weight.
The Ripple
Visually resembling Balinese rice terraces, water ripples, and wood texture, the supplementary brand element “Ripple” emphasizes The Amala’s roots in nature.
