Amare Country Club

Naming, Visual Identity & Basic Brand Standards

December 2019

We worked with wedding venue owners to create a visual identity package.
After establishing a basic brand strategy, a statement of differentiation was crafted and we defined the following key guiding principles: elegance & beauty, uniqueness, love, friendliness, professionalism.
Some of the naming was driven by one of the founders’ Russian background, her name “Valentina”, other options came from the owners’ fascination with Alice in Wonderland. We were considering 6 naming options, landed on the following 4, and further narrowed down through group testing:

Forever Valentine White Nights Marmoreal Amare

**About the Visual Identity**
The ornate “A” symbol puts the company at the centre of love. Apart from the obvious heart shape, this visual has a diamond ring-like art near the bottom. With an overall feel of balance, fluidity and continuity, the middle letter A and AMARE writing is set in a classic, clean and easy-to-read serif font. The descriptor writing is set in a classy, condensed, elegant serif font.

Stationary Package

Below are business cards and letterhead designs created for Amare Country Club as part of a basic brand applications step, to help the brand grow with visual language used around it.

Brand Standards

Below is the basic brand standards document created for Amare Country Club.