Opinion by Richard Baird.
Aman is a collection of resorts, hotels and luxury residencies that offer access to a wide variety of remote and urban destinations. Its first resort, Amanpuri, was opened in Thailand in 1988. Since then it has expanded across the world, seeking out transformative experiences and awe-inspiring locations throughout Asia, Indonesia, China, Japan, the Americas, North Africa, Europe and the Mediterranean.
Inspired by the earliest forms of alphabets and mark-making, London based graphic design studio Construct developed a new brand identity for Aman that would reflect its values and the high quality of its experiences. This is expressed through custom typography, earthy colour palette, tactile material texture and high quality print finish that links press-pack, business cards and menus.
Celestine Eleven is a fashion and homeware store located in London’s Shoreditch that describes itself as having its “roots firmly founded in counter culture”, adding “a new holistic realm to the retail experience” and aiming to provide an alternative, luxury concept store that offers a “means to live well within all spheres: aesthetically, intellectually and spiritually” by honouring the importance of each through the “unique selection of product”.
The store’s visual identity, designed by Construct, contrasts bright white papers, heavy boards and a blind sculpted emboss (reminiscent of carved marble surfaces) with uncoated unbleached carriers and black foil detail bound by the carved depth of roman numeral and sans-serif logotype. These deliver the significant restraint you would expect of a high fashion brand, a retrospective nod to the concept of timeless style (and perhaps the grandiosity of the past tempered by contemporary understatement) and a sense of high tactile quality and craftsmanship.