What we did:
Market Research + Immersion
Brand Identity + Elements
In the Press
Developing a brand centered around luxury-wellness villas in the scenic locale of Alibaugh near Mumbai. This coastal gem is renowned for its natural beauty and tranquility, making it an ideal setting for a retreat that harmoniously combines opulence and well-being.
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 represents a fresh interpretation of coastal luxury, transcending the conventional luxury villas and hotels. Our aim is to allow luxury travelers to fully embrace and appreciate the unique essence of their surroundings. It's the luxury of coconut groves, the freshness of seafood, and the convenience of being just a 30-minute boat ride away from Mumbai – the luxury of Alibaug. We delved deep into the spirit of being a 'baugh-er' and drew inspiration from Alibaug's bountiful landscape to shape 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