Amauta Golf was born from a desire to break away from convention. Created for a new generation of golfers who crave individuality and cultural depth, the brand challenges the traditional aesthetics of the sport with a modern, fashion-forward edge. The goal was clear: to design an identity that honors golf’s heritage while boldly reimagining its visual future.

This project was led by Rebecca Arnaud, a Creative Brand Designer with over eight years of experience in custom brand design. Guided by a philosophy that creativity should never fit into a box, Rebecca approaches each project with vision, intention, and a deep respect for storytelling. Her career spans collaborations with clients across China, London, Canada, and beyond — always translating ideas into thoughtful, emotionally resonant visuals.

Design

The design process began with a deep exploration of the intersections between golf, fashion, and cultural symbolism. Through multiple creative directions, the concept “Urban Fuego” emerged — a dynamic synthesis of modern geometry, refined minimalism, and fiery Peruvian influence.

The identity system draws inspiration from traditional Peruvian motifs, reinterpreted into sleek, abstract patterns that convey both movement and precision. The color palette, anchored by bold reds and neutral tones, evokes energy and strength, while the typography emphasizes clarity and confidence. Every element was crafted to express Amauta’s core essence: sophistication with a cultural spark.

Amauta Golf’s final identity captures the evolution of golf culture — one that values authenticity, self-expression, and purpose. It speaks to a community of players who see the sport not just as a game, but as a reflection of who they are.

In every texture, shape, and line, the brand pays homage to its roots while stepping confidently into a new era.