Amalurra

Where nature &

souls connect

To understand the Amalurra project, one must be carried by the vision and simplicity, the genuine, joy-filled character, the energy and positivity of a group of powerful women such as Irene, Olatz and Susan. And one must also fall in love (an easy task) with a natural environment like Enkarterri, the region in the westernmost part of Biscay. An endless network of paths, peaks, valleys and more than two hundred caves. Of horn calls and bonfires summoning the local assemblies, of mountains with iron in their core, of mines and forges, of fire and sweat. A place where the deepest layers of Basque culture can be discovered: far more than a language — a collective way of being and living.

The main objective of the project was to redefine the Amalurra brand so that it could serve as the roadmap for future decisions, actions and applications, and to develop its visual and verbal expression based on a strategy aligned with its new business direction.

Its love for the land and for nature leads the team to understand the development of their activity from a place of respect, framing it within the realm of conscious enjoyment, in balance with the natural and social environment that surrounds them.

Within this niche, we quickly identified Amalurra’s enormous potential thanks to its attributes. They have a lodge and a small hotel, several apartments, cabins, a wellness centre, six MICE event rooms, a restaurant, a café, and a multitude of outdoor spaces which, due to their scale and diversity, allowed the project to open up to new markets and respond to different needs that are currently underserved at a national level.

We refer to the increasing trend of a new traveller profile: Mindful Travel, a form of transformative tourism that seeks experiences enabling physical wellbeing, emotional health and spiritual peace through the environment and shared spaces offered by the accommodation. In Amalurra’s case, the characteristics of its various spaces made it possible to offer a holistic experience and reach different types of guests — families, groups, couples, coaches, trainers — as well as MICE groups and events, encouraging deseasonalisation and improving weekday occupancy.

At Mandarina Brand Society, we summarised the Amalurra proposition with the tagline “Where nature & souls connect”, which conveys the most relevant insights of a project understood as an epicentre of connection — with oneself, with the community and with the environment.

In this way, Amalurra positions itself as a leading eco-resort for both personal development and spirituality, as well as for group activities, incentive trips and professional gatherings. A place that connects human beings with nature, supporting their personal transformation, offering guests an authentic and special setting with the appropriate facilities to foster change, evolution, connection with others and with the ancestral, powerful energy of nature. A place that nurtures human flourishing in collaborative environments and within organisations. A place of encounter, renewal and joy — a place of peace, a place of connection.

This represents a distinctive positioning aligned with a new, more sustainable, regenerative and human-centred tourism model: an example of how tourism activity is not incompatible with the crucial principles shaping the current social and economic context, and of how these principles must be integrated into operations through a model of coexistence that also brings authenticity. Amalurra is committed to regenerating the land — restoring terrain and forests and revitalising the area’s traditional economic activity (shepherds, artisans, producers) — always respecting local tradition, and offering their integration into the guest experience. It gives visibility to Basque culture, energises its surroundings and transforms them into a conscious, sustainable and inclusive leisure proposition that invites us to reconnect.

But Amalurra is also a project expressed in the feminine plural: led by women and committed to diversity in an industry where women in leadership roles do not exceed 25%.

The reflections and conclusions drawn from Amalurra’s strategic analysis needed to be represented in both the design and its verbal tone as expressive traits. Its authenticity, vitality, spirituality and balance translate into an empowering, natural, open, connected and conscious personality.

We worked on an identity that expressed the emotional connection between individuals and nature, the bond with the land — a balanced and serene brand that simultaneously conveyed dynamism and positivity. To achieve this, we applied textures, volumes and a natural colour palette dominated by greens and earth tones, authentic and free of unnecessary adornments. An image that connects with one’s roots, one’s inner self and with others.

The verticality of its symbol — an “A”, but also an upward-pointing arrow — suggests an ascending path that elevates us, uniting mind, sky and earth, reflecting the sense of connection and transformation. Its rounded, organic forms effectively and simply convey the essence and soul of Amalurra.

These same organic, rounded forms were carried over to the website through the use of masks that shape the videos and images, ensuring brand continuity across all applications and expressing its most distinctive elements.

The audiovisual and photographic materials created for Amalurra are fully aligned with the brand itself, conveying and capturing the Amalurra experience in a serene way.

A project that we have enjoyed from start to finish — one that resonates with our belief that the tourism model can only be reimagined through respect for the environment, for the traveller, and for the social and economic context.