Astra Land - Arumaya

Redefining Urban Sanctuary

Following the success of their masterpiece and inaugural project Anandamaya, Astra Land sought to establish their second flagship property as a new powerhouse in the industry. WKB was tasked with creating a comprehensive brand identity and strategy. Our approach embodies Astra Land's unwavering commitment to creating exceptional living spaces that inspire and greatness in the future.

Project Year 2018

brand personality

brand positioning

brand story

tone of voice

Challenge

In light of Anadamaya’s success and Astra Land’s emergence as a prominent industry leader, their new project requires a standard of excellence that matches their reputation. As trusted partners, our team was tasked to craft a comprehensive branding strategy that would elevate the brand to new heights, from developing the brand name and narrative, to defining the identity, unique selling proposition, marketing ideas, and marketing launch.

Solution

The project commenced once the right brand name, Arumaya, was selected. The name derives from the Sanskrit word "Aurum," meaning gold, and a "-maya centric" concept, emphasising the power of creation akin to Anandamaya. Additionally, the name sounds similar to "Harum," meaning scent in Bahasa. Combining these elements, we delivered a comprehensive brand identity with a specially designed illustration of purple royal foliage. To offer a complete brand experience, we proposed a signature scent of White Freesia & Pear across the property and extending it to the marketing collateral.

Astra Land | Phinisi Hospitality