Interview about Amores Beauty Lounge, winner of the A' Graphics, Illustration and Visual Communication Design Award 2025
Amores, a premium beauty lounge in Dubai, embodies elegance through a brand identity that merges modernity with cultural heritage. Designed to attract a diverse clientele, with a focus on noble Emirati women, its visual language draws from classic beauty industry elements like mirrors, combs, crowns, and scissors, reinterpreted in a vintage style. Inspired by Arabic architecture and Gulf region motifs like palm trees and gazelles, the identity conveys grace and tradition. An earthy color palette reflects the UAE landscapes, while a bespoke logotype enhances femininity across all touchpoints.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsFrom the outset, our aim was not to directly quote the past, but to reinterpret it; a translation of heritage into the language of contemporary design. The geometric forms of traditional Arabic architecture were simplified and distilled into minimal expressions that resonate with a modern visual vocabulary. Cultural icons such as the palm tree, gazelle, and architectural monuments (symbols of the UAE’s identity) were paired with visual elements evoking beauty and femininity. Rather than literal depictions, they were reimagined through fine lines and textured patterns inspired by traditional printing techniques and regional textiles. This transformation allowed us to present the region’s heritage in a modern, global form while preserving its cultural authenticity.
Color was approached as both an emotional and cultural element from the very beginning. Our palette drew inspiration from the desert’s tonal gradients, the textures of traditional architecture, and the golden light of a Gulf sunset. These hues convey warmth, hospitality, and a sense of belonging, while feeling instantly relatable to a beauty brand audience. At the same time, their adaptability ensures seamless application across digital and physical touchpoints. This use of color not only differentiates Amores aesthetically but also forges an instinctive connection to the geography and soul of the region.
The logotype was crafted with a combination of elongated lines and gentle curves, striking a balance between poise and delicacy. Particular attention was given to the interplay of positive and negative space to avoid overly seductive or stereotypically feminine tropes. Another key consideration was harmonizing the English and Arabic versions of the logotype; maintaining visual cohesion despite the structural differences between the two scripts. This balance ensured that the logotype would resonate with a discerning Emirati audience while remaining appealing to a global market.
The strongest bridge between tradition and modernity in this project was created through our use of texture and rhythm. Motifs from Arabic architecture and nature were reimagined in modern compositions, with varied scales and unrestrained arrangements. The bespoke logotype and the combination of traditional craft techniques with a contemporary minimal approach allowed the identity to exist in that rare space between heritage and innovation.
Classic beauty industry symbols (such as mirrors, combs, and crowns) were stripped of excessive ornamentation and distilled into clean silhouettes. These were treated with stone-print textures and a nostalgic aesthetic, evoking vintage elegance while remaining relevant to today’s luxury standards. This visual language maintained a sense of heritage while seamlessly adapting to the refined, contemporary positioning of Amores.
In developing Amores’ product packaging (from skincare essentials to curated gift sets) our focus was on creating a visual and tactile experience that conveys both luxury and cultural connection. Forms were kept simple, universal, and minimal, yet operated firmly within the brand’s identity system. Artistic layering techniques and heritage-inspired textures added depth, while the color palette and modern layouts positioned the brand firmly on the global luxury stage.These elements ensured that the packaging functioned not merely as a container, but as an integral part of the brand experience; rooted in regional culture yet expressed in a contemporary, internationally relevant design language.
In Dubai’s competitive beauty market, the challenge was to stand out in a landscape where many brands rely on similar symbols, forms, and visual codes. We deliberately chose familiar motifs (such as palm trees, landmark architecture, and earthy tones) but approached them with a disruptive and unconventional methodology. Instead of using them in direct or predictable ways, we introduced them into modern compositions, unexpected scales, and purposefully innovative arrangements.This allowed the Amores identity to evoke a sense of familiarity and cultural belonging while simultaneously projecting freshness and boldness. In essence, we didn’t invent new symbols, we re-engineered existing ones, challenging the prevailing visual narrative of Dubai’s beauty sector.
The emblem representing women’s unity was developed as an interplay of interconnected lines (symbolizing community) balanced with distinct forms that preserve individual identity. This structure was inspired by the domed motifs of Arabic architecture, creating a subtle cultural link. The result reflects both the collective spirit of Amores’ audience and the refinement of the individual, making it a strong emblem for a brand rooted in empowerment and elegance.
The Amores project proved that when cultural heritage is reinterpreted with respect and precision, it can captivate even the most modern and global markets. This approach can serve as a blueprint for future projects; blending local authenticity with a global visual language, without falling into direct imitation or cultural cliché.
My advice to designers working on culturally rooted yet globally appealing projects is to begin with deep cultural research; but translate those insights into the language of today. Preserve authenticity while employing modern tools of design, typography, and color to make it universally engaging. Above all, avoid literal representation and instead seek metaphor and reinterpretation; because that is where your work transcends a single culture and speaks to the world.
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