A Fresh Identity for Amara Travels

AMARA TRAVELS
END-TO-END BRAND REDESIGN

— A Travel Company —

● About Brand

From travel planning and flight bookings to hiring cabs, reserving hotels, and securing restaurant reservations, Amara Travels offers a seamless and comprehensive service designed to prioritize your comfort and elevate the travel experience.

Project Timeline:
2022

Role:
Brand Designer
(Freelancer)

Project Skills:
Brand Identity
Graphic Design

Industry:
Fashion

● Scope of work

Amara Travel aims to boost its brand presence and expand its business while crafting captivating customer experiences. Their aim involves revamping their branding, including colours, logos, and overall brand communication offline and online.

Before diving into the design process, we thoroughly discussed with their team, taxi drivers, and sales staff to get insights into every touchpoint where individuals interact with their brand. This broad approach allows us to improve the user experience and integrate the brand's distinct language and identity throughout every step of the journey.

Following are the deliverables for Amara Travels:

→ Logo
→ Office Collaterals
→ Social Media
→ Advertisement

" I don't know what to make, or not. You decide what you like. But I want my customers to remember my brand "

Vinod Sharma
CEO & Founder

● Logo

The client's preference for the logo was the combination mark that aligns with their brand's need for a versatile and impactful visual identity. This choice allows me to incorporate both a symbol and a brand name, enhancing recognition and recall. I have considered this and set the brand personality and style keywords to define the look. Therefore, I have created three concepts for Amara. I'm going to take you through the stages of ideation of the final logo that led to the final design so you can see how it evolved.

Brand Personality

The brand represents versatility, sophistication, and accessibility, ensuring that every traveller, whether seeking luxury or adventure on a budget, finds an experience tailored to their dreams. Here are some of the 'Style Keywords' we kept in mind while redesigning.

→ Inspiration: Navigation and Guide

→ Symbol Construction

→ Symbol Outline

→ Typography

→ Full Logo

→ Monogram

● Visual identity

Visual language sets the tone for any brand, and I find it thrilling to ensure it's spot on, especially when I have creative freedom. To achieve this, I flow all my energy into selecting the perfect colours that resonate with travel diaries. Typography is also crucial, as I ensure the design looks appealing across all sizes, from tiny Google ads to massive billboards. Thus, I went deep into small details from digital to offline, ensuring every aspect aligns when we print or see it on any digital platform.

We started by choosing the client's preferred colours: blue and green. Blue represents the sky and the sea, associated with open spaces, freedom, imagination, expansiveness, and inspiration. Green represents nature and brings leafy grass, trees, and forests to mind. It is often described as refreshing and peaceful.

Color Palette

The colours draw inspiration from the sky and land, reflecting the essence of our brand—endless travel, boundless exploration, and unforgettable journeys.

→ Shade composition: Sky Dark Blue and Pastel Green are the primary colours, while R-Black, Martini, Feta, and Gallery are complementary shades. We've carefully combined these tones to achieve a soft, pastel aesthetic.

Typography

Typography has been carefully selected to ensure a clean offline and digital look. I have chosen solid fonts with multiple variations that are easily accessible. Since the client requested free fonts on third-party mobile platforms, Poppins emerged as the ideal choice—offering a solid, well-balanced look with perfectly rounded forms.

→ Font Face: Poppins: Regular, Semibold, Bold

Introducing 'Bharat Darshan'

We've created something special for Amara Pattern that blends Indian culture and travel seamlessly – called ‘Bharat Darshan' We've included all the famous cities, fun auto-rickshaw rides, famous landmarks, tasty food, beloved animals, and, of course, the warm 'Namaste' greeting. 🙏 Putting this together was a wonderful experience, bringing together all the wonderful parts of Indian culture into one pattern that represents the brand. When you see this pattern on the cars, stationary, and even small things you interact with while travelling with Amara, we hope it brings back fond memories of India.

→ Pattern One: Bharat Darshan: Insights into Indian Culture

→ Pattern Two: Monogram Repeat

● Journey Design

We have worked closely with the client to ensure the traveller’s journey becomes a key branding highlight, making it truly memorable. It extends across every touchpoint, from invoices to envelopes, visiting cards to itineraries, driver t-shirts to hoodies, water bottles to baggage tags, and much more.

The idea is to provide luxury and consistency throughout the travel experience. Every element is thoughtfully designed and packaged, ensuring that each traveller journeys with Amara and feels a sense of exclusivity. Special attention has been given to every detail, including the gestures of our drivers, to create moments that leave a lasting impression.

→ Emotional Connection: Branded accessories that carry the brand’s identity throughout the journey, ensuring a seamless and memorable experience at every touchpoint.

→ Business Card & Envelope

→ Water Bottles

→ Driver Id Card

→ Luggage Tags: Travel in style.

● Bharat Darshan

The pattern idea is inspired by Bharar Darshan, symbolising travelling across India—from south to north and west to east. We have incorporated this concept into every Amara Travels vehicle, from small fleet cars to luxury models. The design features iconic elements from popular cities, cultural gestures, diverse weather patterns, logos, monuments, and rich traditions, capturing the essence of India's vibrant heritage.

→ Car Pattern: The Bharat Darshan