Life after launch

Founded in 1988, the first Aman location was named Amanpuri, meaning 'a place of peace’. Today Aman continues to seek out transformative experiences and awe-inspiring locations around the world.

28 years after the brand was created, Construct were commissioned to create a new identity for Aman which would reflect the quality, purity and philosophy of this special brand.

Inspired by the earliest forms of alphabets and mark-making, Construct studied Futhark and carving techniques, simplifying the word into its raw form while capturing the subtle humanity of a man made marque.

The Aman Master Brand Logo is a sophisticated evolution of the earliest form of script; a series of strokes that exemplify a physical sense of ‘above and below’, the natural connection and flow of mountains and valleys, of waves and ocean floor, an inclusion in a natural landscape which directly reflects Aman’s relationship with place.

'The test of any brand is its ability to communicate genuine meaning and purpose, to absorb, exemplify and optimise value and ultimately to stand the test of time.'


– Georgia Fendley, Founder and Creative Director

From 2016 Aman have used the strategy and assets developed by Construct to bring this vision to life. Four years after initial creation the impact of the brand transformation can be seen across an extraordinary diversity of touchpoints. As our process of creation ends, the life of the new brand identity we have created begins.


The test of any brand is its ability to communicate genuine meaning and purpose, to absorb, exemplify and optimise value and ultimately to stand the test of time. Four years on from launch the brand journey continues with new extensions, applications, experiences and destinations, the reach and value of the brand created in 2016 is a work in progress.

This month Robb Report's Singapore and Malaysia publications dissect the distinguishing marks of the world’s most resilient luxury brands.

Featuring Aman, Tiffany, Aston Martin and Krug.

Renyi Lim speaks to Georgia Fendley about the creation of the Aman brand.

A warm thank you to

Renyi Lim
Robb Report
AMAN

Glastonbury - We are thinking of you!

On what would have been our favourite festivals 50th birthday we are looking back
to a project created ten years ago for our friend and collaborator Venetia Dearden.
Glastonbury, another stage, a 368 page hard backed, book cloth bound love letter
to the festival, community was designed by Venetia Dearden and Construct.

To celebrate the launch of the book and the festivals 40th anniversary Construct created a series of events sponsored by Mulberry in London and New York. For the events Construct designed support material including tote bags, pin badges, stickers and a travelling Glastonbury experience complete with technicolour hay bales and tents. And Kelis recreated the Glastonbury vibe on the rooftop of Milk Studios!

For the events Construct designed support material including tote bags, pin badges, stickers and a travelling Glastonbury experience complete with technicolour hay bales and tents.

Venetia Dearden has been documenting the people of Glastonbury Festival since 2004. Glastonbury is legendary, with the greatest bands, performers and hundreds of thousands of festival-goers attending every year. Having grown up next to the Glastonbury site, Venetia has been deeply involved in the festival since a young age. With the help of a professional portable photographic studio her aim was to single out individuals and groups to capture the motives and personas that make up the festival. The result was a unique portrait of a temporary community.

Glastonbury Another Stage.

‘As a photographer I was magnetically drawn to witness and understand what lies at its core. I decided to create an oasis amongst the crowds where I could meet and document some of the thousands of individuals who travelled from all around the world to make up this vast, eclectic gathering.’

Glastonbury, Another Stage launched as a solo show at the National Portrait Gallery in 2010, the year Glastonbury celebrated its 40th anniversary. In the same year it was shown at The Raw Gallery in Melbourne Australia, VII Gallery in New York, and Edel Assanti in London.

Venetia documented the people of Glastonbury Festival between 2003 and 2009 with a portable studio, capturing the personas that make up the fabric of this extraordinary midsummer gathering. Glastonbury Festival is the largest performing arts festival in the world situated in the Vale of Avalon.

Olivia Palermo and Chanel Iman

Agyness Deyn, Emma Hill and Venetia Dearden

Kelis