AMAN
A unified identity for a global icon
Brand Positioning
Brand Architecture
Global Rebrand
Art Direction
Print & Packaging
Brand Guidelines
INSIGHT
In 2014, Aman’s board appointed Construct to audit the brand and create a strategy for global growth. At the time, Aman’s portfolio of 26 destinations each carried its own identity, leading to fragmentation and dilution of the masterbrand. With ambitions to expand into new markets and categories, Aman required a unifying philosophy and a clear brand architecture that could preserve its soul while enabling scale.
IDEA
Construct fundamentally restructured Aman’s brand architecture, creating a singular masterbrand for the first time. At the heart of this work was a strategy that honoured the founder’s philosophy of simplicity, harmony, and respect for place, while embracing the new owners’ ambition for bold growth. The framework balanced coherence with sensitivity, building in flex to allow local interpretation without diluting the whole. To visualise this shift, Construct looked to pre-Roman alphabets – pictograms, petroglyphs, and futhark – as a shared cultural foundation, creating a bespoke alphabet of elemental symbols: a universal language that is powerfully simple, profoundly informed, and confidently applied. Expressed through a restrained palette and material-led art direction, the identity unified Aman’s portfolio and provided the foundation for future categories including city hotels, residences, wellness, lifestyle, and membership.
IMPACT
The Aman rebrand transformed not only its portfolio but also the perception of luxury hospitality. By aligning the brand with a clear philosophy and a distinct visual language, Construct created one of the most recognised and benchmarked luxury identities of the last decade. The clarity of the brand identity enabled global expansion and set a new standard for experiential luxury. A decade later, Aman continues to build upon the platform Construct created – an enduring demonstration of how strategy and design can elevate brand equity into cultural and commercial influence.
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