Aura Mövenpick
Mövenpick's premier beachclub for music acts
Client
Mövenpick Phu Quoc
Services
Brand Strategy, Brand Identity and Print (Published work by DesignerBooks)
The context
Aura needed a brand identity that could do it all. Finding the right balance between European design sensibilities and Asia’s unique approach to leisure. It had to resonate across a wide audience: from hotel guests enjoying a quiet beachfront breakfast to outside visitors sipping bespoke cocktails late into the night. The challenge was to create a visual system that felt elevated yet flexible, vibrant yet relaxed and above all, cohesive across every moment of the day.
The context
Aura needed a brand identity that could do it all. Finding the right balance between European design sensibilities and Asia’s unique approach to leisure. It had to resonate across a wide audience: from hotel guests enjoying a quiet beachfront breakfast to outside visitors sipping bespoke cocktails late into the night. The challenge was to create a visual system that felt elevated yet flexible, vibrant yet relaxed and above all, cohesive across every moment of the day.
The context
Aura needed a brand identity that could do it all. Finding the right balance between European design sensibilities and Asia’s unique approach to leisure. It had to resonate across a wide audience: from hotel guests enjoying a quiet beachfront breakfast to outside visitors sipping bespoke cocktails late into the night. The challenge was to create a visual system that felt elevated yet flexible, vibrant yet relaxed and above all, cohesive across every moment of the day.
The idea
To bridge these perspectives, the brand was anchored in a universal rhythm: the lunar cycle. Closely tied to the ocean’s energy and mood, the moon became the guiding force behind the identity system, shaping a narrative that felt instinctive, emotional, and naturally connected to Aura’s coastal spirit.
The idea
To bridge these perspectives, the brand was anchored in a universal rhythm: the lunar cycle. Closely tied to the ocean’s energy and mood, the moon became the guiding force behind the identity system, shaping a narrative that felt instinctive, emotional, and naturally connected to Aura’s coastal spirit.
The idea
To bridge these perspectives, the brand was anchored in a universal rhythm: the lunar cycle. Closely tied to the ocean’s energy and mood, the moon became the guiding force behind the identity system, shaping a narrative that felt instinctive, emotional, and naturally connected to Aura’s coastal spirit.
The creation
The visual identity channels Aura’s dual personality: vibrant and fun, yet calm and effortless. A bold primary colour palette reflects its high-energy, social side, while soft pastels add a layer of ease and escapism. The custom ‘A’ in the wordmark mimics the flow of waves, grounding the brand in motion and fluidity, while the open letterforms keep the tone welcoming and relaxed.
The creation
The visual identity channels Aura’s dual personality: vibrant and fun, yet calm and effortless. A bold primary colour palette reflects its high-energy, social side, while soft pastels add a layer of ease and escapism. The custom ‘A’ in the wordmark mimics the flow of waves, grounding the brand in motion and fluidity, while the open letterforms keep the tone welcoming and relaxed.
The creation
The visual identity channels Aura’s dual personality: vibrant and fun, yet calm and effortless. A bold primary colour palette reflects its high-energy, social side, while soft pastels add a layer of ease and escapism. The custom ‘A’ in the wordmark mimics the flow of waves, grounding the brand in motion and fluidity, while the open letterforms keep the tone welcoming and relaxed.
