A visual identity refresh for Amari, a Thai-based hotel and resort chain owned by ONYX Hospitality Group, operating a network of properties in urban and resort destinations throughout Thailand and Asia.

The concept of contemporary Thainess is expressed in the visual identity through a modern reimagining of the Lai Thai motif, which is derived from natural shapes such as flowers, leaves, vines and flames. This creates a more modern, progressive and international image for the brand.

Visual identity
Brand collateral
Brand guidelines
Brand photography guidelines

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