The Amauris

We created the brand strategy, newname and visual identity of the luxury boutique hotel The Amauris in Vienna,located on the famous Ringstrasse, between the Vienna State Opera and theMusikverein concert hall. Our task was to create a unique memorable story thatwill differentiate the hotel from renowned hotel brands located nearby.

Our story united the wishes of discerning travelers with theimperial heritage and the grandeur of the 19^th century Vienna. During that period many monumental buildingswere built in Ringstrasse, including the building of our current hotel.Viennese city palaces were the meeting places for international travelers,artists and crème de la crème of the society. Today, we treat our guests likemodern-day royalty and anticipate their wishes. Our guests travel widely acrossthe world yet would like to blend in with the local culture. All those elementsbrought us to a surprising answer: The Great Monarch Butterfly. The metaphorcommunicates greatly the meaning of our hotel and our guest.

“Our guests’ wishes areanticipated. Rest will come easy in these surroundings. 

They are inquisitive aboutplaces they visit, want the local feeling yet come back to the hotel for theinternational grade of pampering.  

Metaphorically speaking ourguests are like the Great Monarch butterfly. One would say that butterflies arejust pretty, but they are more than meets the eye. They travel miles and miles,they pollinate flowers, they are a messenger of change in the environment andincredibly inspiring in their beauty. They are a thing of intricate meaning andbeauty.

It is our task to make whatguests see, touch, feel or taste inside the hotel a beautiful mesmerizingexperience. Our homemade pastries, beautiful art, plush bedding will make themfeel satiated and inspired and will satisfy the curious minds and palates. Ourwines, coffee and small bites are sumptuous bits of adventure worth narrating. 

When we narrate ourexperience we relive it and that is one thing our guests want to do – relivetheir experience with us.”

We named the hotel “The Amauris”, after a type of butterflythat belongs to the nymphalidae family to which “The GreatMonarch” belongs. The slogan “Explore Beauty” invites guests to explore beautyin every corner of the hotel – in luxurious hand-made fabrics, rich flavors,carefully curated artwork and surprising details, as well as in the destinationthey’re visiting.

In addition to the name of the brand, we named the hotelrestaurant Glasswing, after a butterfly known for its exquisite beauty anddelicate, see-through wings. This perfectly reflects our culinary philosophy –serving exquisite dishes made from the finest micro-seasonal ingredients.

The sign is a typographic solution formed from the letter “A”set between two brackets that mimic the wings of a butterfly. The typography isserif, elegant and modern and gives the logo a refined and contemporary look.