Brand strategy + design for people who feed people

A LOVE LETTER TO MIAMI

Amara at Paraiso

 
 
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challenge

The Genuine Hospitality Group name was built on creating an authentic, exceptional—and yes, genuine—experience. When James Beard award-winning Chef, Michael Schwartz, tapped us to create the brand for his newest South American inspired waterfront restaurant, Amara at Paraiso, the idea of an authentic experience was a given.

This time, the authenticity was around a concept that was already loaded with pre-existing notions. The goal? A quintessential Miami experience.

 
 
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approach

Instead of turning to clichés like art deco and neon, we looked to the Cuban and South American flavor that has so seamlessly become part of Miami. We drew inspiration from hand-done, uneven type-driven murals, and we merged them with the beauty and life of the sea.

A seaweed accent drapes over the logotype and icon adding a relaxed delicate element to contrast the bold, vibrant type design.

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More than just a pretty space

The website designed for Amara was created to give customers exactly what they want, where and when they want it. Maps, menus, events, gift cards, reservations, and calls-to-action come together to create a digital experience that's more than just a beautiful space. It's a lead-generating machine designed to put butts in seats.

 
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The chef’s latest restaurant, Amara at Paraiso, opens its doors tonight. As promised, everything about it is a tribute to the city.
— ANDREW BUI, TASTING TABLE
 

Results

Launching the brand a bit ahead of the opening allowed Genuine Hospitality Group to build buzz, generate interest and capture nearly 1000 email addresses before the restaurant even opened. The grand opening was a qualified success and the complete Amara at Paraiso experience continues to delight diners and critics alike.

 
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Your culinary innovation deserves a brand that can carry its weight and set the tone for the right experience. Make sure it's consistent with your vision.

 

Need more convincing? Check out one of these success stories...