Garamonds
An identity built around what luxury rarely shows: elegance, privacy, care and the ability to listen.
Garamonds creates deeply personal stays in some of Italy’s most exceptional private villas. Every detail can be shaped around the guest, from private chefs and butlers to house managers and dedicated services, yet the experience is designed to feel effortless and discreet.
Our task was to give that invisible level of care a visible identity. We built Garamonds from the ground up around four principles: elegance, privacy, dedication and listening. A complete brand system able to move across villas, services and applications while allowing each destination to retain its own character.
Different places, one unmistakable way of being Garamonds.
services
Brand Identity
Web Design
client
Garamonds
year
2025 – 2026
Direction
Elena Rinaldi
Alex Cardì
category
Branding
Web Design
Team
Alex Cardì, Elena Rinaldi
A recognisable brand, built on four values
Garamonds is not in the business of tourism. It offers elegance, privacy, genuine care and a rare gift for listening, and it asked us for an identity that could hold all four and be recognised at a glance.
The promise is unusually demanding. Every villa is chosen as carefully for the quality of its silence as for the quality of its walls, and everything inside it, from the linen to the concierge, is meant to feel like a single, coherent world. Our task was to design the mark of that world: refined enough to belong in a candlelit dining room, consistent enough to hold across dozens of properties, and clear enough to be remembered after a single stay.
Those four values were our brief. Elegance in every form. Privacy as a promise. Care and dedication in the details. And listening, the quiet discipline of understanding what a guest wants before it is asked for. The identity had to carry all of them, and to do it without ever raising its voice.
A name turned into a symbol
We worked the name itself into the mark, shaping an interlocking monogram inspired by one of the most discreet symbols of the Italian villa: the hedge. A boundary that protects without closing off, conceals without disappearing, and naturally embodies the privacy and elegance at the heart of Garamonds.
The logo is where Garamonds’ values become a single image. We shaped the name into an interlocking monogram, allowing the letters to grow into one another until they form a single, continuous mark.
Its structure draws from the clipped hedge of the Italian villa: a cultivated boundary between the world outside and the privacy within. Ordered, protective and quietly elegant, it became the natural visual metaphor for a brand built on discretion.
The result is a mark that communicates before it is read. A private garden condensed into a single symbol, equally at home on a gate, a card or the wax of a sealed envelope.
Around the monogram we built the full system and its applications: a classical typographic voice, an engraved botanical world, and the printed pieces a guest meets before anyone speaks.
The typography is deliberately classical: a refined serif family chosen for its sense of permanence, authority and calm. Around it, an engraved illustrative language draws from the vocabulary of the Italian estate: cypress avenues, topiary and gardens shaped over time.
We designed the identity to be experienced first through touch. Stationery, keys, cards, seals and the small objects that inhabit each villa all become part of the same visual world, because here the first impression is a texture, not a screen.
Every detail a guest encounters carries the mark, extending the identity quietly from the gate to the most intimate moments of the stay. A system built to remain consistent across properties, seasons and applications, without ever losing its composure.
One identity, many houses.
Each villa is given its own colourway within the Garamonds system, allowing every property to express a distinct character without stepping outside the brand. One family, immediately recognisable. Within it, each house remains unmistakably its own.
A collection of distinct properties needs a system strong enough to unify them without making them look alike. The core identity remains constant: monogram, typography, illustration; while each villa receives a palette drawn from its own light, landscape and atmosphere.
A house in the Tuscan hills and one overlooking the Sardinian sea can share the same visual language while speaking in entirely different tones.
The result is an identity designed to grow with the collection. Every new villa can enter the Garamonds world without losing what makes the place itself worth remembering.
DOLOMITI
PORTOFINO
MONTALCINO
POSITANO
ALBEROBELLO
Luxury, in the things you almost don’t notice.
