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AVAS

2021

Avas

What we did:

  • Branding

Market Research + Immersion

Brand Identity + Elements

Brand Guidelines

  • Brochure Design

BRIEF

 

How to build a retreat that promises health, luxury, tech and spa.

Something that doesn't disconnect, but rather helps one connect.

 

SOLUTION

We crafted a new world for the people who may one day call ​​Avās home, one where luxury and tech meet wellness and nature. A world that sits proudly as an abundant baugh (garden) of its own, or as we like to call it The Baugh of Wonders.

THE RESEARCH

For inspiration, we immersed ourselves into the unique world of Alibaug. Through conversations with locals, we learned about everything from the flora and fauna to the region’s diverse Konkani, Marathi and Jewish heritage.

HOW WE LOCALISED

Nestled at the helm of the manic city of Mumbai, Alibaug has long been home to some of India's wealthiest families as well as its fisher folk and farmers. ​​

 

Avās is about showing the world a new age avatar of seaside luxury, beyond Balinese huts and cookie cutter international hotels. We wanted the luxury traveller to see and celebrate the very place they were in. The luxury of coconut groves and fresh seafood, of being a 30 min boat ride away from Mumbai. The luxury of Alibaugh. We dug deeper into what it meant to be a 'baugh–er’ and drew inspiration from Alibaug’s rich landscape to build the world of ​​Avās.

Namaskar

Bem-vinda

स्वागत आहे

ברוך הבא

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Connect to the

Baugh

of Wonders

A garden of the most lavish homes in India and humble vaadis of mangoes and coconuts.

 

A place to breathe, heal and connect with your best self.

 

All just a few hours from the city

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NAMING

The name Avas is the name of the

small coastal village 

that the brand was born in.

 

Avas also means “to inhabit” in Sanskrit.

(अवस Awas, Alibaugh, Maharashtra)

THE LOGO

The sublimity of the wave tells stories 

Of ecology and technology

Of the DNA spiral

Of REM cycles and running laps

Of the letters of the word AVAS

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IMAGERY

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Borrowing from the visual vocabulary of Alibaugh,

and a promise of healthy           living at Avas, we created an imagery of dynamic collages.

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ICONOGRAPHY

The local Warli paintings of the region influenced our customised set of icons and symbols.

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“It was a pleasure working with a vibrant, dynamic young team, brimming with fresh ideas and open to listening to constructive client suggestions . Such a positive collaborative and upbeat experience!” 

Shobhaa De

"Was an absolute delight ideating with Team Local - I particularly loved the immersion process, I feel it genuinely helped us in bringing out the unique essence of the Avas Brand"

Aditya Kilachand, Founder, Avas