Explore the minimalist branding and visual identity of Ama, designed by Glasfurd and Walker, as it transforms a clandestine bar's essence into a visual narrative.
The branding and visual identity of Ama, as crafted by Glasfurd and Walker, encapsulates more than a mere dining experience; it embodies a narrative that merges location, atmosphere, and culinary focus into its design. Ama, a clandestine bar, is not just a name but a story that begins with the nuanced art of Japanese "Ama" divers, setting the tone for its seafood-centric offerings and the bar's secretive allure.
The design journey commenced with a thoughtful name generation. 'Ama'—referring to the Japanese "海女," or "sea women," known for their pearl-diving prowess—becomes a metaphor for the establishment's hidden gem status. This narrative thread subtly weaves through every design element, fostering a cohesive brand experience.
The visual identity hinges on a color palette where orange emerges as a vibrant accent against the simplicity of black and white. This choice is not arbitrary; the orange injects energy and visibility, much like a pearl shining through the ocean's depths, while the monochrome ensures a timeless elegance.
Typographically, the AMA logotype is a testament to the organic essence of the brand. The letters 'a' and 'm' are not mere characters but representations of the bar's unique character—fluid, natural, and unforced. This organic approach to the typeface resonates with the bar's intimate and atmospheric interior, inviting guests into a realm that is both mysterious and inviting.
This minimalist approach to branding and visual identity by Glasfurd and Walker is an exquisite example of how less can indeed be more. The Ama brand stands out not through complexity but through the clarity of its story and the purity of its design. It is a branding that does not shout but subtly beckons, much like the whisper of the sea that calls to the Ama divers of Japan.
Branding and visual identity artifacts
For more information and to check out the full project visit glasfurdandwalker.com or their Behance profile.
