Amori
Born from a passion for tradition and innovation, AMORI is more than a restaurant, it’s a journey that bridges continents. Inspired by the vibrant culinary legacies of both Afrocentric and Mediterranean cultures, AMORI was created to honor time-honored ingredients, cooking techniques, and the natural bounty of our world. Our name, evoking a sense of love and care, reflects our commitment to nurturing memorable experiences through every dish. At AMORI, every meal tells a story of connection: the robust spices and soulful flavors of Afrocentric cuisine intertwined with the delicate, sun-kissed notes of Mediterranean fare. We invite our guests to escape the everyday, to sit back and savor a dining experience steeped in warmth, nature, and nostalgia. In our cozy, vintage-inspired ambiance, every element, from our thoughtfully designed logo that marries the symbolism of nature and heritage, to the curated flavors on your plate, speaks to our dedication to authenticity, elegance, and the art of fusion.
Service
Brand Strategy & Design (Partner), Brand Guide, & Visual Marketing Design
Sector
Restaurant/Eatery
Year
2025
The Culinary Conundrum
Looking at the dynamic culinary landscape we have currently, many discerning diners struggle to find an experience that truly marries rich cultural heritage with modern innovation.
Restaurants often fall short by offering either traditional fare without modern appeal or trendy dishes lacking authenticity. This disconnect creates a market gap where the soulful stories of culinary traditions remain underexplored, leaving a community of food enthusiasts yearning for a truly transformative dining journey.
The Brand's Vision
Amori's goal is to become the benchmark for culinary fusion by establishing a trusted, vibrant brand that unites tradition and modernity. We aim to celebrate and elevate our cultural roots while inspiring a community of food enthusiasts to embrace a dining experience that is both nostalgic and forward-thinking.
By setting new standards in quality, authenticity, and innovation, we strive to create a legacy that transcends borders and generations.
The Breakthrough
Our solution is to creatively create an exceptional dining experience that fuses Afrocentric warmth with Mediterranean sophistication. By blending time-honored recipes and premium, locally sourced ingredients with contemporary culinary techniques, we deliver a menu that resonates with authenticity and innovation.
The AMORI logo is a masterful fusion of symbolism and aesthetics, thoughtfully crafted to capture the soul of the brand. The design integrates essential visual elements:
A Mediterranean door, symbolizing an open gateway into an immersive cultural and culinary experience.
A leaf motif within the ‘M’, representing fresh herbs and the authenticity of natural flavors.
A circular form, denoting community, sharing, and the concept of a plate, a fundamental aspect of dining.
A mocktail glass subtly woven into the ‘O R I’, adding an element of sophistication and leisure.
This clean, minimal, and highly intentional logo balances meaning with elegance, ensuring AMORI stands out as a refined, warm, and culturally rich destination for food enthusiasts.
This holistic approach not only honors our heritage but also redefines modern dining, ensuring that every dish tells a story of passion, community, and culinary artistry.
Psychology Interpretation & Target Audience-Oriented Reasoning Behind the Colour Choices
The chosen colour palette is a powerful blend of earthy, warm, and sophisticated hues that communicate tradition, culture, and vibrancy while maintaining a modern and premium feel. Here’s a breakdown of each colour’s psychological impact and its relevance to the target audience:
Deep Wine Red (#9B2226)
Psychology: This deep, rich red conveys warmth, passion, and heritage. It evokes emotions of deep-rooted culture, strength, and timeless elegance. Red is also known for stimulating appetite, making it an excellent choice for food and hospitality brands.
Target Audience: Individuals who value authenticity, heritage, and bold expressions of culture. It appeals to those seeking a rich, immersive, and premium dining or brand experience.
Deep Olive Green (#556B2F)
Psychology: Green represents nature, growth, and harmony. This particular shade, deep and earthy, signifies tradition, sustainability, and organic authenticity. It reassures customers of quality, freshness, and a connection to nature.
Target Audience: Consumers who appreciate natural, sustainable, and wholesome experiences, those who seek authenticity and a refined yet grounded lifestyle.
Warm Beige (#E9C46A)
Psychology: A soft, inviting colour that exudes warmth, hospitality, and a sense of comfort. Beige is associated with reliability and understated luxury, creating a welcoming and homely atmosphere.
Target Audience: Those who appreciate a refined yet comfortable and familiar experience. It resonates with individuals who seek a balance between tradition and contemporary elegance.
Safety Orange (#EA7A23)
Psychology: A bold and energetic hue, orange signifies excitement, creativity, and warmth. It draws attention without being aggressive, symbolizing enthusiasm and a zest for life. In cultural contexts, it often represents festivity and communal experiences.
Target Audience: Adventurous, social, and dynamic individuals who love vibrant experiences and rich storytelling. It appeals to those who enjoy bold flavours, shared moments, and cultural celebrations.
Terracotta (#E07A5F)
Psychology: Rooted in tradition and the earth, terracotta is warm, organic, and evokes a sense of history and craftsmanship. It feels rustic yet sophisticated, tying back to handcrafted excellence and cultural depth.
Target Audience: Those who appreciate artisanal quality, heritage, and a deep connection to culture. It attracts people who value authenticity and soulful experiences.
Golden Sand (#F4A261)
Psychology: A shade of orange with a subtle, golden touch, symbolizing richness, warmth, and nostalgia. It reflects sunlit vibrancy and a touch of understated luxury.
Target Audience: People who seek comfort, positivity, and a well-balanced experience, those drawn to warmth and a subtle sense of indulgence.
White (#FFFFFF)
Psychology: White embodies purity, simplicity, and clarity. It allows the other colours to shine while adding a sense of cleanliness and sophistication.
Target Audience: Minimalists and individuals who appreciate refined aesthetics. It appeals to those who enjoy structure, balance, and modernity in design.
Raisin Black (#231F20)
Psychology: A deep, bold, and elegant black conveys sophistication, power, and timeless class. It adds contrast, making the other colours stand out while anchoring the overall palette with depth and richness.
Target Audience: High-end consumers, professionals, and those who appreciate premium, bold, and confident branding. It attracts individuals who seek exclusivity and refined elegance.
Our Thoughts
This palette is a harmonious fusion of culture, heritage, and modern elegance. It speaks to individuals who value authenticity, warmth, and a deep connection to tradition while embracing contemporary sophistication. Whether for a brand in hospitality, food, or lifestyle, this colour scheme ensures a memorable and emotionally resonant experience.
Adam & Inter - The Perfect Typeface Combo
Psychological Impact: ADAM exudes clarity, professionalism, and warmth. Its structured yet inviting aesthetic subtly communicates trust and authenticity, aligning with AMORI’s emphasis on quality and cultural heritage. The typeface's modern simplicity reinforces a sense of sophistication and ease, making it an ideal visual counterpart for a brand that values both tradition and contemporary flair.
Target Audience Alignment: Chosen for an elite audience of food enthusiasts aged 25-55, ADAM speaks directly to individuals who appreciate refined design and culinary excellence. Its sleek, modern appearance resonates with those who value innovation without compromising on heritage, making it the perfect typeface to represent AMORI’s unique fusion of Afrocentric and Mediterranean traditions.
Typeface Features:
ADAM features 3 weights;
Light
Medium
Bold
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About the Typeface: Inter is a modern, highly legible sans-serif typeface known for its clean design and exceptional readability across digital and print mediums. It serves as an ideal secondary typeface, seamlessly complementing the refined elegance of ADAM while enhancing the overall visual clarity of AMORI’s brand communications.
Psychological Impact: Inter exudes a sense of clarity, reliability, and approachability. Its unobtrusive design promotes ease of reading and fosters a modern, accessible aesthetic that underscores AMORI’s commitment to innovation and quality. This neutrality allows the brand’s personality and key messages to shine without distraction.
Target Audience Alignment: Designed with a digitally savvy audience in mind, Inter resonates with food enthusiasts aged 25-55 who appreciate contemporary design and precision. Its clean and adaptable style ensures that AMORI’s communications remain both professional and inviting, effectively engaging a refined, elite clientele while maintaining broad appeal.
Food & Tradition Well Executed
Through our dedicated efforts, we have witnessed remarkable outcomes: increased customer loyalty, elevated engagement across our community, and industry recognition that validates our unique approach.
Our fusion of heritage and innovation has transformed dining into a shared celebration, fostering pride in tradition while inviting modern tastes. The measurable impact confirms our mission, creating an immersive experience that not only delights the palate but also unites people around a story of cultural excellence.
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