Brand Creation
Avara is a brand new luxury collection of Resorts and Sanctuary destinations located in Chongzuo, China – offering immersive stays that blend global sensibility with local culture. Here, guests are invited to slow down and reconnect with both nature and place.
A brand narrative was established that tells the story of how Avara breathes new life into untapped landscapes, regenerates destinations and uplifts communities – each resort hand-picked and mindfully transformed to infuse nature, balance and harmony. During the discovery workshops unique insights were unearthed resulting in four authentic qualities that underpins the brand experience:
Sanctuary of harmony – understated elegance and calm from the moment guests arrive;
Thrive with Community – local hiring, training and sponsorships that build a thriving ecosystem;
Rooted in Place – culture, cuisine and design aesthetics woven into each resort’s soul;
Joy of Exploration – one-of-a-kind, guest-led experiences inspired by landscape, heritage and legend.
The challenge was to design a new masterbrand that feels cohesive across diverse and different destinations, so we established a brand architecture as a 3-tier collection to help simplify the portfolio for guests and partners:
Legends of Avara: An ultra-luxury resorts with exceptional privacy, refined design, and attentive service.
Avara Resorts: A stylish resort that feel elevated yet approachable.
Focused on comfort, beautiful scenery, and thoughtful design.
Avara Vicus: Distinctive boutique hideaways – private, characterful, and rich in local charm.
The Avara brand was anchored in a promise of immersive, nature-filled sanctuaries designed to restore inner calm and emotional connection. The positioning tagline ‘Sanctuary Awaits’ signals a ritual of renewal – a sensory journey designed to restore balance and calm, clear the mind and renew the spirit.
