Avara Resorts
Building China’s leading nature resort brand to unlock untapped destinations
Escape Hospitality Management Co Ltd, Chongzuo, China
Resort Place Branding and Art Direction
I developed the brand strategy, articulation and identity for Avara Resorts, a new luxury collection of sanctuary resorts in Chongzuo, China. With the challenge of defining a distinctive brand from the ground up, one that could balance international luxury expectations with a deeply local, nature-led experience.
The strategy centred on the idea of restoration, framing Avara as a place to slow down, reconnect and return to self. This thinking shaped the brand narrative and guest experience, with the line “Sanctuary Awaits” establishing a clear promise of renewal through nature, stillness and sensory immersion.
The identity reflects this sense of quiet refinement. A restrained Avara wordmark is punctuated by a levitating dot above the ‘A’, a subtle gesture of pause and reflection, that is extended into a three-dot motif that carries across the wider brand system.
The result is a considered, cohesive brand that balances emotional depth with a contemporary luxury expression.
