Case Study
Imara Luxe Tours
The Art of Luxury Travel in Rwanda
A brand identity and website for Imara Luxe Tours, a luxury travel company in Kigali.
Visit imaraluxetours.com01 — The BackgroundImara Luxe Tours
Strength, endurance and foundation.
Imara Luxe Tours was born from a deep passion for sharing Rwanda’s extraordinary beauty with the world. Founded in Kigali, it crafts immersive luxury journeys that reveal the true soul of the country, with sustainability and service at the core. The brief: a professional look and a strong online presence, so people can quickly understand who it is and what it offers.
3Meanings in the name
4Logo colourways
5Curated tour packages
02 — The Challenge
How do you make luxury feel effortless?
Three needs shaped the work.
01
A professional look
An identity worthy of a luxury promise, from the very first impression.
02
A strong online presence
A home on the web where people can easily learn about the business and its services.
03
Simplicity in luxury
Refined and premium, with no unnecessary complexity. Just seamless service.
03 — The Creative Concept
The name was the brief.
Imara is Kinyarwanda for strength, endurance and foundation. Every part of the identity answers one of those three meanings.
01
The ridge
A sweep of hills rises above the name: bold, calm and unmistakably Rwandan.
02
The band
A chain of woven diamonds that repeats without end, a quiet nod to lasting traditions.
03
The wordmark
Classic, grounded serif capitals that anchor the mark and signal quiet confidence.
04 — The Solution & Execution
A mark with a clear structure.
The logo stacks ridge, wordmark, a wide-spaced LUXE TOURS descriptor and the woven band. Rwanda’s tradition of geometric patterning became a flexible graphic system in three forms: the Chain, the Lattice and the Ripple. Marcellus carries headlines, Jost handles text and wide-spaced labels.
01
Logo
Four colourways: forest on ivory, white on forest, forest on mist, white on ochre.
02
Pattern
The Chain, the Lattice and the Ripple.
03
Typography
Two voices, one calm tone.
04
Stationery
Letterhead, business cards and envelope, set in paper.
Imara Forest#022A1D
Savanna Ivory#F3EDE0
Deep Moss#1E5240
Morning Mist#C9D3C4
Brass#B08D57
Ochre#A4532E
05 — The Experience in Action
An online home as refined as the journeys.
The website puts the brand to work: it introduces the business, presents tours and destinations, and keeps an enquiry one tap away. The same colour, type and imagery carry onto small screens.
Visit imaraluxetours.comEnquiry always in reach
An Inquire Now button in the header, with WhatsApp a tap away.
Curated tour packages
Yuhi, Ishya, Ingabo, Ngomijana and Virunga, each with a clear itinerary.
Destination stories
Dedicated pages for places like Volcanoes National Park and Lake Kivu.
On mobile
Large readable text and one clear action per section.
06 — The Outcome
A professional look and a strong online presence.
A calm, precise and unmistakably Imara identity, with a website that makes the business and its services easy to discover.
“Working with him on our brand design and website was a great experience. He helped us give Imara Luxe Tours a professional look and a strong online presence.”Clever N., Co-founder, Imara Luxe Tours
07 — Project Credits & Services
ClientImara Luxe Tours
CategoryLuxury Travel
ServicesBrand identity · Brand guidelines · Website
Live siteimaraluxetours.com
Creative DirectionSpida Webb
Brand & Web DesignDylan Intore Kadende
Studiospidawebb.com
Murakoze cyane.
A brand and website built on strength, endurance and foundation, designed to make Imara Luxe Tours recognisable and trusted.
Visit imaraluxetours.com
