Golden Hour, Every Hour

AMAYA

80 Rainey St, Austin, TX

amayaatx.com

@amayaatx

Step inside, outside, and lap up the sun-soaked, sky-high vibes of Rainey Street’s newest hangout – a concept crafted to blend identity and experience into every sip, swim and siesta.

Brand Proposition & Positioning
Brand Narrative & Naming
Brand Identity & Tone of Voice

Brand Experience & Hallmarks
Brand Collateral & Guidelines

Perched high above Austin’s vibrant Rainey Street on Level 12 at Paseo, there’s cabanas for sprawling and siestas, a crystal-clear pool for cooling and a Mediterranean-inspired menu of fresh plates and spritzes. This is where the story of Paseo continues – skyward.

From the naming to narrative, identity to experience, we were invited to create a concept and identity that invites people to rise, connect and unwind. A living, feeling brand that moves to the rhythm of its guests - whether they’re just passing through or here to stay.

Drawing on a Mediterranean mindset and rooted in the street, we created a brand and concept that blends the laid-back rhythms of the Med with local flair. It’s a little Basque. A little bungalow. And a whole lot of soul.

Rainey in Our Soul,
Med on Our Minds.

Always al fresco.

Street below, sky above and a rebellious spirit inside. This is Amaya at Paseo – a permanent vacation for mind and body, right in the heart of Rainey. Stroll in, splash your toes in the pool and take a sip of whatever takes your fancy. Mix and mingle as the skyline softly fades from day to night. And feel the city slipping away, even on a weekday. Refined but welcoming, everyday but elevated, this is your new favourite hangout in Austin.

With roots in the Spanish hills of the Basque region, we shaped a name and narrative that carries the warmth of a Mediterranean day and heartfelt hospitality. Amaya is feminine, fun-to-say and full of feeling, which meant crafting an equally authentic identity – one that’s soulful, sunlit and alive with texture.

Confident yet approachable, the identity brings a sense of life to every touchpoint. The palette invites the outside in with golden hues and contrast, typography echoes the craft of traditional sign-writing and imagery that tells sun-soaked stories. – at times energetic, at others, calm and grounded. Always authentic, always warm.

Sundown, Elevator Up.

Amaya’s spaces flow with indoor-outdoor energy – cabana-side hangs, frozen margaritas at the bar, patio suppers that roll into starlit sound sessions. Inspired by the breezy spirit and heady evenings of the Med, with a distinctly Texan twist, the menu features dips, grills and skewers, light spritzes and curated beers. Everything designed to help you lean back, lose track of time, and linger a little longer.

We helped inspire a calendar of rooftop service rituals. From mint verbena tea at sunrise to a golden hour poolside pour. Morning Rituals offer a gentle glow-up, while Sound Sessions blend Basque soul and Balearic beats. Porch Parties serve up long tables and shared stories and Passing Plates - with golden fried squid and croquettes, make it feel like a vacay, everyday.

Rootop Rituals.

We brought the brand to life through the details guests could hold, see, and feel. Every touchpoint – from the menus and matches to the coasters and tote bags was treated as an extension of the space itself. Materiality played a central role: textured papers, brass foiling, and soft, sun-faded hues that echoed the rooftop’s palette and pace. Together, these tactile elements ground the brand in something real – a sense of place guests could feel long after they’d left.

Across signage, stationery, and small moments of discovery, the collateral builds a quiet continuity. Nothing shouts for attention; instead, each piece whispers the same story in its own way. It’s about timelessness – crafting thoughtful, enduring objects that feel natural to the experience. Through these layers, the brand moved beyond visuals to become something lived, connecting every element of the guest journey through design that feels as effortless as the view itself.