AMANVARI
EAST CAPE
MEXICO
Framed by the majestic Sierra de la Laguna mountains and Baja’s golden dunes, Amanvari is a private seaside oasis. Amanvari—a name derived from the Sanskrit for peaceful water—will offer a resort, private Aman Residences, a choice of dining venues, Aman Spa, and a stretch of white sand beach.
WORKED ON.
STORYTELLING
BRAND PLATFORM, NAMING
COPYWRITING
PRINT & DIGITAL COLLATERAL
While working at Resonance Consultancy as a Senior Copywriter, Celeste Moure crafted a compelling brand story for Aman’s debut resort and residences in Mexico. This narrative introduced Aman to prospective buyers and positioned it within the 1,000-acre Costa Palmas development. Celeste was responsible for developing a brand platform that highlighted the exclusivity of the Aman brand while appealing to a new audience of adventurous travelers, affluent families, and seekers of authentic experiences. Drawing from this platform, she conceived the name Amanvari, and through authentic storytelling, she cultivated a distinct sense of both connection and uniqueness, inviting guests to discover the destination’s unparalleled allure.
LINKS.
Celeste embarked on a thoughtful process that drew inspiration from the essence of the location, the architecture, and the Aman brand’s ethos. The name Amanvari emerged from the Sanskrit words for “peaceful water,” reflecting the serene Sea of Cortez and the tranquil environment where the resort is nestled. The design and architecture, which harmonize with the natural landscape, further influenced the choice, as they embody a seamless blend of art and nature. Capturing the property’s identity as a sanctuary, Amanvari is a name that evokes both the calm of the sea and the timeless elegance of the destination.
Celeste led the storytelling for an exquisitely designed brochure that elevates the brand’s narrative, featuring captivating visual essays that honor the diverse landscapes—sea, freshwater, mountains, and desert. Crafted on luxurious paper with bespoke printing techniques, the brochure brings Aman’s intricate details and unique essence to life, offering a tactile and immersive experience that reflects the brand’s timeless sophistication.
