Alura

The Alura team came to Columna with a very special brief. They were in the process of introducing a new business model in Spain, which needed to be translated into a brand concept and the creation of an experiential space focused on beauty and well-being. A space where diverse brands would coexist under a shared axis, an umbrella concept designed to deliver a unique, modern and convenient experience for users.

The best beauty brands brought together under one roof, supported by a single, highly experiential booking system. In addition, the space would offer an atmosphere of pure oxygen, along with different areas for relaxation and dining. A true urban oasis.

Our challenge? To conceptualize. To create a distinctive and meaningful value proposition. A strategic project involving a new name, brand creation and the design of the visual universe.

From the very beginning, the team was clear that inspiration had to come from an urban Eden, a paradise in the heart of the city. A space where calm, peace and absolute happiness would reign.

For this reason, the chosen name needed to evoke a sophisticated, light-filled place. A breath of fresh air in the city center, somewhere to pause, breathe and regain a sense of lost tranquility.

Alura embodied all of this and more. With a soft, easily pronounceable sound, it was inspired by aura, a halo of light, and allure, conveying both character and elegance, sophistication and refinement.

The logo conveys delicacy and quality. Curved forms speak to care and well-being, while strong contrasts in the ascenders create a brand with strong personality and character, elegant, contemporary and on trend.

The identity is complemented by the tagline “Your beauty, your place”, which places the user at the very center of the experience.

The visual universe, as understated and elegant as the logo itself, gives full prominence to our users, placing strong emphasis on photography. Through a distinctive, intimate, warm and highly refined treatment, it mirrors the experience guests will enjoy in our centers. The interplay of light and shadow echoes the brand’s core concept: an urban Eden.

Black, white and a very special cream tone complete the palette, reinforcing a sense of sophistication while adding the light and warmth you would expect from your own oasis of beauty and well-being.