Aruma: where freedom takes root
Naming consultation and brand identity for a travel designer
About
Martina, founder of Aruma Travel Design, creates journeys out of vocation, not just profession. Her trips are nature-based and sustainable, designed to help people explore the world with light luggage but deeply lived experiences, rooted in respect for nature and local cultures. Through her work, she supports personal growth, evolution, and the kind of emotions that stay long after the journey ends.
Naming consultation
Choosing the right name for a brand is never accidental. It is the outcome of strategy. With Martina, we began by clarifying values, vision, and audience. Through guided exercises and structured brainstorming, the name Aruma emerged.
An Aboriginal Australian word meaning light, dawn, and first light, symbols of renewal and hope, much like the experiences Martina creates. The name also reflects her transformative time in Australia, a defining chapter that shaped the essence of her brand.
For her, and for us, every journey leaves a mark. It shifts perspectives and builds deep connections with the places we encounter.
Naming consultation
Choosing the right name for a brand is never accidental. It is the outcome of strategy. With Martina, we began by clarifying values, vision, and audience. Through guided exercises and structured brainstorming, the name Aruma emerged.
An Aboriginal Australian word meaning light, dawn, and first light, symbols of renewal and hope, much like the experiences Martina creates. The name also reflects her transformative time in Australia, a defining chapter that shaped the essence of her brand. For her, and for us, every journey leaves a mark. It shifts perspectives and builds deep connections with the places we encounter.
Brand identity: logo concept and colors
The logo concept grows from the idea of the backpack, a symbol of simplicity and intentional choices, a container of experiences, emotions, and awareness that layer over time with every step, every place explored, every return.
The pink backpack draws inspiration from the natural tones of the Peruvian mountains. It blends earth and horizon, the traveller’s curiosity with nature’s endless ability to surprise.
The letter A, which opens and closes the name ArumA, transforms into a mountain, suggesting continuity and return.
A journey never truly ends. Once back home, experiences settle, mature, and continue to reshape us. Beauty, once lived, keeps unfolding over time.
The logo’s linear composition plays with symmetry, evoking harmony and reflection. Like a mountain mirrored in still water, it recalls how travellers observe the world while also looking inward. Discovering and rediscovering. A journey that never fully stops.
In Martina’s words
Professional, kind, reliable, and always on time. I had a truly positive collaboration with the a.punto team, and I wholeheartedly recommend trusting them and their guidance. I reached out to them to start building my visual identity and brand, and the result was excellent. Thank you so much.
Ready to find the right name and logo for your project? Get in touch for a tailored consultation, guided with clarity and empathy.
