BRAND DEVELOPMENT AND IDENTITY DESIGN
Amarena Brand.
Women’s golf apparel for younger players kinda sucks. It’s all either designed with an older player in mind or simply men’s golf apparel adapted to women’s sizes and cuts. With the surge of young women starting to play the game they’re lacking a selection of styles and performance they want. That’s why Amamera was created.
My goal was to develop the brand’s purpose and build an authentic connection to its core audience in a meaningful and thoughtful way. The Amarena brand identity reflects its Italian heritage of style, quality, and aesthetics that compliments their take on what women’s golf apparel should be.
Role: Graphic Designer
Logo Design.
It all started with the idea to create a logotype with subtle nods to the cherry itself. The shape of the “A” is reminiscent of the shape of a cherry itself, while the “R” was inspired by a playful knot in a cherry stem.
From there, the identity started to take shape.
Website Design.
With the identity complete, I turned my attention to the most visible brand experience; the Amarena website. Envisioned as an e-commerce site, I started with a mobile-first design that was easy to navigate and leaned heavily on the brand’s playful photography style.
