Amagua
Amagua was born at the intersection of love and water.
I developed the brand concept, identity and strategy for a hospitality space inspired by the rivers of Caracolí.
It wasn’t just a name change—it was a complete transformation.
The original “Eco Hostel Caracolí” lacked distinction, so I started by reframing the challenge: how do we build a brand that feels rooted in place, yet speaks to adventurous, eco-conscious travelers around the world?
I coined the name Amagua—a fusion of amar (to love) and agua (water)—through a naming workshop I designed and facilitated in collaboration with the client.
This exercise helped surface the emotional and symbolic layers we wanted the brand to hold: connection, vitality, and flow.
Inspired by native symbols like Caracolí leaves, we built an experience brand that’s grounded, poetic, and ready to grow. The result is a cohesive brand ecosystem that invites people to pause, connect, and rediscover the beauty of living simply.