Amaya is defined by a philosophy of intentional restraint. Its architecture seamlessly blurs the line between the interior and the wild, drawing from Japanese materiality and sustainable craft – all set against the backdrop of the Himalayas.
When we were briefed to design the visual brand identity for the Wellness Spa, our goal was to mirror this permanence. We moved away from fleeting trends to create a brand toolkit as timeless as Amaya’s own foundation. It was a challenge of distillation: taking the vast, soulful elements of the property and translating them into a singular, enduring visual experience.
Our process began with deep research, benchmarking global standards to find a name that felt both precise and expansive. We landed on:
‘Wellness at Amaya.’
By choosing ‘Wellness’ as the anchor, we mirrored Amaya’s own philosophy of removing excess. It is a holistic marker that identifies the space today while leaving room for the brand to evolve beyond traditional treatments into a broader lifestyle destination.
The visual identity, from the logo to the palette was designed to be a literal reflection of wellness. We began by mapping a vocabulary of intent: words like balance, connect, breathe, and align became the foundation of our design language.
This conceptual framework extended beyond the aesthetic and into the guest experience. In the spa menu, we used these pillars to categorize treatments by their internal benefits rather than just external results ensuring the brand’s restorative philosophy was felt at every touchpoint.
The visual identity draws inspiration from Japanese calligraphy and gestural brushwork.
We developed a signature motif that merges a soft, nurturing floral form with refined Japanese lettering, honouring the brand’s cultural influences. This fluid, hand-drawn style extends to a custom iconography suite used across all brand collaterals to visually define the specific benefits of each treatment.
The palette is an extension of the local ecosystem. Rooted in natural, earthy elements, we chose tones of warm beige and moss green to ground the identity. These reflective shades tie the spa’s philosophy together while seamlessly complementing the existing tones of the Amaya brand.
While the feeling of a restored, balanced self is the ultimate goal of any leading spa, it is the scent that lingers as a tangible, lasting takeaway. From Bürgenstock’s custom craft by the Swiss perfumery Kukui to the Haru fragrance at Amanemu and the bespoke scents of Joali Being – all share a common thread: an immersive sensorial narrative.
For Amaya, the wellness experience would be incomplete without a signature scent to bridge the gap between ideology, architecture, and ritual. To bring this sensory soul to life, we recommended a collaboration with eighth-generation perfumer Pranav Kapoor. Using ancient distillation techniques, Kapoor infused the space with signature oils that mirror the local landscape. The result is a symphony of indigenous scents, ranging from the raw, evocative notes of Petrichor to the grounding warmth of Oudh that anchor the memory of the sanctuary long after the guest departs.
Every treatment is named to honor its Yogic and Ayurvedic origins, utilizing the ancient language of healing. We moved away from generic terms to use Vedic nomenclature that focuses on technique and specific touchpoints. For example, Koh-Shuh refers to the layers surrounding the self (aatman); it is an oil-free treatment designed to dissolve stagnation. Other names like Sparsha, Sham, Shiro, and Aikyam further reinforce this commitment to traditional Ayurvedic wisdom.
Ultimately, the visual identity, the vedic nomenclature, and the indigenous scents serve a singular purpose: to prepare the guest for the stillness of the Amaya experience at every touchpoint. From the first glimpse of the motif to the lingering note of Oudh is in perfect harmony with the retreat’s core philosophy.
As captured in the Amaya Wellness Programme:
“Quietly restorative, naturally attuned. At the heart of Amaya’s philosophy lies a single idea: balance. Not as an abstract ideal, but as something tactile and achievable when body, mind, and environment are in sync… At Amaya, balance is not the goal. It is the natural consequence of being where everything aligns.”
By anchoring the brand in intentional restraint and local wisdom, Wellness at Amaya becomes more than a spa; it is a space where design and therapy converge to make that sense of balance inevitable.
