Project Type
For Client: Ravisika Hospitality
Role
Brand Identity, Interior Design, Collateral Development, and Execution
Sector
Food and Beverage
Duration
32 Weeks
TL;DR
Amaré, a chic café and patisserie in JP Nagar, Bangalore, was created as a sister brand to The Scene. Our design team crafted a cohesive brand identity that blended elegance and artistic flair, ensuring Amaré stood independently while complementing its sibling brand. The branding extended across logos, packaging, menu design, and in-store elements, capturing the patisserie’s essence of love, craftsmanship, and sophistication.
A Shared Vision, Distinctive Identities
Amaré began as a concept tied closely to its sibling brand, The Scene. While both brands were interconnected, Amaré needed an identity that reflected its unique focus on artisanal desserts and the ethos of “a rare kind of love.” The challenge lay in creating a brand identity that honored this connection while establishing Amaré as an independent, memorable experience.
Crafting the Essence of Amaré
The name "Amaré," derived from the Italian word for "to love," set the foundation for the brand’s identity. Our team worked to translate this into a cohesive design language that embodied elegance and artisanal quality.
Logo and Submarks
The logo, featuring a sweeping line connecting the letters of an extended “a,” symbolized unity and love. Hand-drawn elements, inspired by European architectural motifs like window designs, added a personal touch. These illustrations were integrated into submarks and packaging, enhancing the visual identity’s versatility across various media.
Color and Typography
A curated palette of light beige, dark grey, pastel green, pink, and blue evoked warmth and tranquility. This was paired with delicate typography to balance sophistication with an approachable charm. Every element worked together to align with Amaré’s values of love, craftsmanship, and artisanal quality.
Packaging and Menu Design: A Tangible Expression of Love
The packaging and menu design were integral to translating Amaré’s values into a tactile customer experience. Using calming pastels and minimalist layouts, the designs highlighted the products—placing focus on the patisserie’s dedication to quality ingredients and attention to detail. Hand-drawn illustrations added an artisanal layer, connecting the brand’s identity to its core value of craftsmanship.
Our Role in Amaré’s Story
As a key member of the design team, I played an active role in shaping Amaré’s visual and experiential identity. This involved close collaboration with the operations team, architects, and other creative professionals to ensure every element of the brand reflected its artisanal values. From designing the logo and its versatile submarks to developing cohesive packaging and menu designs, each detail was crafted to align with Amaré’s ethos. Comprehensive brand guidelines were established to maintain consistency across all touchpoints, including interior decor and takeaway experiences. At every stage, we ensured that Amaré’s identity complemented The Scene while standing as a distinct and elegant brand in its own right.
Key Insights from Amaré
Balancing Connection and Independence
Creating identities for sister brands taught us the importance of shared values while highlighting unique attributes.
The Power of Hand-Drawn Elements
Incorporating hand-drawn illustrations emphasized Amaré’s artisanal approach and resonated deeply with its audience.
Comprehensive Brand Guidelines
Detailed guidelines ensured consistent application of Amaré’s identity across all platforms and experiences.
Amaré established itself as a distinctive brand that resonates with dessert connoisseurs and lovers of indulgence. This project underscored the importance of thoughtful branding in building customer loyalty and creating lasting impressions. The collaboration continues as we refine menu and packaging designs, ensuring Amaré’s elegance and sophistication remain at the forefront of its identity.