Azure Beach & Ammos
Rebranding two sister venues for a move upmarket and abroad, with brand books and brand bibles that guide their venues in Doha, Marbella, Bahrain, and Vietnam.
Sunset Hospitality Group · 2023–2025 · Brand identity, brand books, content, AI production
The brief
Azure Beach, a beach club, and Ammos, a Greek restaurant, both run by Sunset Hospitality Group at Rixos Premium Dubai JBR. They serve hotel guests and visitors from outside, sit at the high end without being formal luxury, and open in new cities together.
The group was taking both upmarket ahead of international expansion: higher prices, more refined food, and for Ammos, a regular program of events. The old identities looked fun, colorful and humble. Azure Beach's had dated, and Ammos still had the home-style feel of a taverna.
The idea
Azure Beach
Fun, but restrained. Blues and beige drawn from the sea and sand, with a happy yellow from the sun used sparingly. Graphics stay light, so photography and video carry the brand.
Ammos
Classic, elegant and quiet, in earthy, natural colors. Depictions of Cycladic statues tie it to Greek history: traditional, full of character, and unusual enough to make people curious.
The work
I developed the colors, typography, patterns and graphics for both brands, working with the marketing director and the graphic design manager at the time.
Brand books and brand bibles
Each brand has a brand book of 20 to 50 pages for its visual identity and communications: logo use, colors, typography, graphics, backgrounds, marketing materials, social media, photography, video, website and branded collateral.
Each also has a brand bible, the full framework for running a venue. It covers concept, mission, positioning, audience, experiences, marketing, music and entertainment, team culture, job descriptions, uniforms and grooming, interiors, equipment, food and drink, service standards, reservations, guest experience and operations.
In the venues
The identities run through menus and menu covers, business cards, email signatures, takeaway bags, butter paper, wet wipe packets, merchandise, table tents, posters and wall art. Even the chopstick sleeve does a second job: it folds into a chopstick rest.
Rolling out abroad
For the teams in Doha and Marbella, I built menu templates and guided and approved their animated flyers, so new venues stayed on brand from day one.
AI content
I was the first at the company to bring AI into the design workflow. Using Kling, I turned photos into videos for reels and animated flyers for F&B activations, alongside the reels I shot and edited for events like Valentine's and Ramadan.
That replaced most of what a video shoot involves: casting models, hiring a video agency, storyboarding, food prep, makeup and logistics. It saved around AED 60,000 in six months and cut video turnaround to about a fifth.
The outcome
The new identities launched alongside the higher F&B prices they were built to support, and the brand books now guide the venues in Doha, Marbella, Bahrain and Vietnam.