Alaya is a travel group from North America that provides one-of-a-kind luxury experiences curated by seasoned travel designers in stunning destinations across South East Asia.
Alaya was born when founder Balu Menon combined his 19yr old thriving travel business of two brands (‘World wide adventures’- B2C and ‘Asia Luxe Travels’- B2B) into one new fresh brand that would speak directly to both end customers and travel agents.
Research Insights
“Out of the 25 key insights derived from customer profiling, these phrases resonated with the brand .”
– They are seekers
– They expect and are used to luxury
– They are environmentally conscious
– They want to feel loved and nurtured
– They are collections/storehouse of inspiring stories.
Brand Name and Concept
“The name Alaya came forth while exploring a concept called Intentional Travelling or the ‘Why of Travelling’”.
Alaya is a sanskrit word that means means a “storehouse”. Travelling from Alaya or travelling from a storehouse of intentions is what we are expressing with this brand. The name worked well as the business was oriented towards travellers deeply engaging in the communities they visited.
“We created 3 brand pillars for Alaya, on which the entire brand communication rests and comes from.”
- Pillar 1: Coming from an intention
- Pillar 2: Nurturing relationships
- Pillar 3: Collection of inspiring stories
Identity Ideation
Logo Concept
“The Alaya logo represents travelling with an intention.”
The circle represents the Globe and the line through it is the life of a traveller, leaving an ephemeral trail in their wake, like a footprint in sand, gone with time but leaving an impact nonetheless. The stroke is like that of a crayon, not strong, not uniform like the unique experience of a traveller from one day to another.
Typography and Colour Palette
The Final Identity
Client / Balu-founder of World WideAdventures, the team at parallelhq.com & ADAC Studio
Role / Brand identity design, Brand book design
Team / Saptarshi Chatterjee, Ramsha Qamar