Challenge
Amaré, a chic café & patisserie situated in JP Nagar, Bangalore, took shape as a sister brand to The Scene, a renowned restaurant in the same area. The challenge was to craft a brand identity that would not only complement The Scene but also stand independently, allowing for the future expansion of both brands. This involved developing a cohesive vision for Amaré, from its name and voice to its packaging design, ensuring that every aspect resonated with the brand's core values of elegance, sophistication, and a passion for extraordinary desserts.
Outcome
The result was a brand identity that seamlessly blended elegance with artistic flair, encapsulating the essence of Amaré’s motto “A rare kind of love”. The cohesive visual identity, was applied across all touchpoints, including product packaging, menu design, social media, and in-store design, creating a seamless and memorable brand experience that captivated its audience.
Role & Team Collaboration
As a key member of the design team, I contributed to shaping Amaré’s overall branding and design execution. Collaborating with cross-functional teams, I contributed to the development of a cohesive brand identity through the creation of various design assets, including logos, packaging, menus and other collateral. I also ensured these elements aligned seamlessly with the established aesthetics of The Scene.
Ravisika Hospitality
Brand Identity
Food and Beverage
2023
A key takeaway is that hand-drawn elements in Amaré’s brand identity reinforced the patisserie’s core value of craftsmanship.
Concept and Design Approach
The concept behind Amaré’s brand identity was to embody the essence of love and craftsmanship. The name "Amaré," derived from the Italian word for "to love," set the tone for the brand’s visual and verbal language. The logo, featuring an elegantly extended letter "a" that forms a sweeping line connecting the letters, symbolises unity and the enduring power of love. The design elements, including a carefully curated colour palette of light beige, dark grey, pastel green, pink, and blue, were chosen to convey elegance, warmth, and a sense of tranquillity, aligning with the brand’s values of sophistication and artisanal quality.
Logo and Submarks
The logo design for Amaré was crafted to reflect the brand’s commitment to delivering a rare kind of love through its products. The tagline "With Love," delicately placed above the logo, reinforced this commitment without overshadowing the brand’s name. The logo, along with its submarks, was designed to be versatile, allowing for consistent application across various media, from packaging to digital platforms. Hand-drawn illustrations played a crucial role in defining Amaré’s identity, capturing the charm and atmosphere of the patisserie itself. Elements such as the European window designs featured in the venue were illustrated and utilized as submarks and on packaging, enhancing the cohesive aesthetic.
Packaging and Menu Design
The packaging and menu design played a crucial role in translating Amaré’s brand values into a tangible experience. The use of calming pastel colours and delicate typography reflected the patisserie’s dedication to using the finest and freshest ingredients. The minimalist design ensured the focus remained on the product, while hand-drawn illustrations underscored the artisanal quality of Amaré’s offerings.
Brand Experience and Guidelines
The brand guidelines established for Amaré were seamlessly followed throughout the interior design, characterized by soft lighting, elegant decor, and a pastel white background that allowed the products and packaging to stand out. This cohesive design not only enhanced the in-café experience but also ensured that the takeaway experience retained the same sense of elegance and attention to detail, offering customers a consistent and memorable interaction with the brand.
To ensure consistency across all brand touchpoints, comprehensive brand guidelines were developed, covering everything from typography and colour usage to the application of submarks and visual elements. These guidelines served as a blueprint for maintaining Amaré’s sophisticated and inviting persona across digital, print, and physical spaces.
Positioning Amaré as a sister brand to The Scene required a delicate balance between creating a distinct identity for Amaré and ensuring a strategic alignment with The Scene.
