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Amari

Colouring the soul of a brand

The evolving hospitality landscape called for a change in direction for Amari. One of Thailand's largest locally-owned hospitality brands, Amari sought a new identity as it looked to future growth and expansion. Identifying Amari's roots in warm Asian hospitality, QUO Keen repositioned the brand as a resolutely modern experience, imbued with Asian flair, a new colour palette, tone of voice, and communications guideline, while still staying true its 40-year heritage. The signature 'Hotels and Resorts' was replaced by 'Colours and Rhythms', the visuals and brand essence coalescing into one uniquely daring identity.