What we did:
Market Research + Immersion
Brand Identity + Elements
How to build a retreat that promises health, luxury, tech and spa.
Something that doesn't disconnect, but rather helps one connect.
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.
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.
Connect to the
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
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 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
Borrowing from the visual vocabulary of Alibaugh,
and a promise of healthy living at Avas, we created an imagery of dynamic collages.
The local Warli paintings of the region influenced our customised set of icons and symbols.
“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!”
"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