Damen Yachting – Amels
A full 360 degree rebranding
Damen Yachting – Amels
The Challenge
In the world of luxury, it’s not just what you say — it’s how you show up. For Amels, one of the world’s most prestigious yacht builders, the challenge was to create a futureproof brand strategy and visual identity that matched their stature — elevating their presence in an exclusive market where time, heritage, and experience define value. In this category, everything needs to look, feel, and behave like a premium experience. It’s about more than design — it’s about craft, attention to detail, and delivering a story that people can see, touch, and remember.
Strategic & Design Approach
We started with the essence of the brand: Masters of Time. It’s a belief that time is the most valuable luxury of all. This simple but powerful idea became the heart of our strategy and narrative. A narrative that connects the past, present, and future — just like the yachts do — celebrating craftsmanship, luxury, and the value of time spent with loved ones. Every design element, material choice, and story angle was carefully crafted to bring this to life. Whether it’s through a tactile brand book or a crafted emblem, every detail helps tell the story of a brand built to stand the test of time.
Brand Strategy | Logo Design | Corporate Identity | Visual Identity | Tone of Visual | Tone of Voice | Web Design | Social Content Strategy | Merchandise | Brand Movie
Visual Identity
The new Amels logo is refined, clean, elegant, and symbolic. It subtly echoes a yacht’s bow, waves, and layered decks — but also the layering of time. The emblem acts as a mark of craftsmanship — a quiet but confident seal of trust. Materials play a starring role: linen, gold foil, layered paper — all combining to create an experience that feels as premium as stepping aboard an Amels. The visual identity was built with storytelling in mind. Photography captures real, intimate moments at sea — relaxed, connected, free. The signature brand book was made using different paper types for each “time” dimension, housed in a linen-clad box with a real ammonite fossil symbolizes evolution and timelessness.
Results
The new Amels identity does more than position the brand — it materializes it. Through precision in execution and a dedication to premium experiences, the brand now resonates deeply with its exclusive clientele. It’s a visual and tactile expression of what Amels delivers: mastery over time, craft, and memory-making — all wrapped in timeless design.
A modern classic
The new Amels logo is iconic and minimalistic with a natural refined feminine grace and elegant style. Subtly layered to depict and reflect bow, waves, and the multiple deck design.
On a more symbolic level, the logo also combines the three layers of past, present, and future.
Branding variations
Brand Book
Presenting the Amels story and the brand spirit Masters of Time in a luxury finished linnen brand book. Based on the 3 dimensions of time; past, present and future, each with their own paper quality, we bring all of the brand values to life through high quality visuals, subtle luxury finishes and tactile choices.
Brand book VIP Casing
This handmade luxury casing fully covered in off-white linnen and gold foil debossed details,
from which only a 100 were made, holds an ammonite and the Brand Book of Amels.
Leaving enough space to carry the 2 brochures of the Amels 60 & 80 as well.
The Ammonite symbolises the constant evolution and seamless adaptation to their surroundings.
Knowing that only time can sculpt icons.
Monaco Yacht show
At the prestigious Monaco Yacht Show 2022 the new identity was presented to the public.
With the website live already this was a big moment as the 3D facade, the brand movie, multiple brochures, surfboards and other merchandise completed the first appearance of the new VI.
Further translations of the visual identity on brochures, the brand book light and custom notebooks with the brand story inside. All in line with the visual identity and the core values of the brand.
