SCOPE:
BRAND IDENTITY DESIGN
CLIENT
AMARAA
YEAR:
2022
ROLE:
INDEPENDENT DESIGNER
Amaraa
project context.
Amaraa is a wedding and event decor company based in Hyderabad, India, catering to upper-middle-class families across the city. While weddings remain their primary focus, the studio also designs for a range of life events, from baby showers and birthdays to corporate gatherings and housewarmings. With a deep appreciation for beauty, ornamentation, and attention to personalized detail, Amaraa’s work is rooted in creating immersive, emotionally resonant spaces that celebrate life’s most meaningful moments. As a new business entering a competitive market, Amaraa sought a brand identity that would reflect the elegance and refinement of its offerings while standing out with quiet distinction.
design objective.
The goal was to craft a brand identity that felt romantic, elegant, and detail-oriented, mirroring the level of care Amaraa brings to each event. The visual language needed to evoke sophistication without being overly ornate, appealing to a clientele that values beauty, tradition, and professionalism in equal measure.
design outcome.
At the heart of the identity is a refined monogram: a tulip formed from the structural contours of the letters A, M, and R. Chosen for its symbolic associations with love, royalty, and warmth, the tulip becomes a visual metaphor for Amaraa’s craft — thoughtfully composed, quietly luxurious, and deeply personal. Framed within a graceful arch, the form feels both grounded and elevated, balancing softness with clarity. The visual identity extends across stationery, business cards, and employee ID cards, maintaining consistency across client and team touchpoints. Together, the logo and supporting materials position Amaraa as a sophisticated yet accessible presence in Hyderabad’s event landscape.
