Veru Hotel Branding

Veru is a hospitality brand inspired by the monumental stillness and strength of Armenia’s architectural heritage. Taking cues from Yerevan’s iconic pink tuff stone and the grand column work of Republic Square’s Government Building, Veru’s identity is grounded, vertical, and elegant. We set out to create a brand that feels calm, enduring, and deeply connected to place — a visual system rooted in culture yet refined for a modern audience.

What we did

We crafted Veru’s complete brand identity, from concept to execution:

  • Brand Strategy: Defining Veru’s positioning as a contemporary homage to Armenian craftsmanship.

  • Logo & Design: Inspired by the ornamental carvings of classic Armenian architecture — balancing symmetry, curve, and structure.

  • Visual Language: Graphic patterns derived from tuff stone textures, softened and modernized for versatility.

  • Color Palette:

    • Tuff Pink — warm, heritage-rich, and welcoming.

    • Deep Blue & Natural Green — grounded, trustworthy, and serene.

  • Application Design: Packaging, digital templates, signage, and brand collateral.

Our Solutions

  • Brand Identity Design
  • Logo Design
  • Visual Storytelling
  • Brand Style Guide Creation
  • Packaging Design
  • Illustration and Iconography

And here is the result

The result is a timeless identity system that doesn’t decorate — it honors what’s already here: stone, line, story. The monogram became a symbol of grounded elegance, easily adaptable for both minimal and full-scale brand applications. Since launch, the identity has strengthened Veru’s positioning as a premium hospitality experience, with a visual presence that feels equally at home in print, digital, and physical spaces.

Brand in Action

The Veru identity was designed to live gracefully across physical spaces, with the monogram — inspired by Armenian architectural carvings — as its anchor. It appears in subtle, intentional ways: debossed on menus, embossed on stationery, foil-stamped on packaging, and carved into signage.

Tuff-inspired textures and heritage colors bring depth and warmth, while engraved room keys, branded tableware, and patterned textiles carry the identity into every guest touchpoint. From wall panels to wayfinding systems, each application reinforces Veru’s promise of being deeply rooted, elegantly constructed, and tied to the beauty of its cultural origins.