Modernized Handmade Craft
Amaro’s new identity, designed by Luis Brands, modernizes its handcrafted furniture by combining vintage-inspired elements with contemporary design. The rebrand aims to appeal to younger buyers by blending artisanal tradition with a modern aesthetic.
Amaro has been building furniture by hand since 1992, rooted in the design codes of the ’70s and ’80s. Its new identity by Luis Brands doesn’t erase that past, it sharpens it. The custom typeface, vintage-tinged layouts, and product photography all lean into a narrative of craft and continuity, while the minimalist grid and softened palettes pull the brand into today’s design vocabulary.
Amaro | Luis Brands
This is a rebrand of craft that takes artisanal tradition and wraps it in a system current enough for younger buyers. They’re chasing the imaginative feel of nostalgia, turning legacy objects into design-culture objects.
Would you trust a furniture brand more if its identity signals history or modernity?
Here’s the full Behance project by Luis Brands:
https://www.behance.net/gallery/208043873/Amaro-Handmade-Furniture-Brand-Identity
